Fibo is the European market leader in bathroom and wetroom laminate panels but following a rebrand in 2016, awareness of the company and its products was low.
We were appointed to create a strategic marketing and PR campaign to reintroduce the brand to UK markets, build on its reach and educate people about its products and the benefits of wall panels.
One of the hurdles we had to overcome was the industry perception of wall panels, considered as budget and with most competitor brands offering a narrow range of designs and poor durability.
MRA’s marketing strategy was to increase Fibo’s brand awareness and generate enquiries from target sectors: Builders’ Merchants, Contractors and Social Housing.
In Year 1, the campaign resulted in PR coverage growth of 288% as well as multiple sales leads directly. Turnover increased 23% in 2017 compared to 2016, and Fibo exceeded its target in 2018 with a further 29% growth in 2018 compared compared to 2017.
To demonstrate Fibo’s offer was different, we developed the #TransformWalls campaign, to shift perceptions of panels from low-budget/poor quality to contemporary/premium through press releases, case studies, interviews and thought leadership articles. Activity was supported with targeted advertising and social media content.
To help strengthen Fibo’s relationships with its target markets, we advised on networking opportunities with BMF and sector forums, and provided marketing and PR support for the company’s attendance at key trade shows.
With increased exposure and positive messaging, Fibo secured 68 new customers in less than a year, increased their presence in merchant showrooms from 35 displays to 300, and joined numerous buying groups.