BRIEF AND APPROACH
THE CHALLENGE
CI Group asked us to help them overcome the seasonal challenges that conservatories have in the UK: they’re too cold in the winter and too warm in the summer. This was supported by consumer research which revealed that homeowners would rather knock down their ‘old-fashioned’ conservatory and build an extension instead.
The goal was to appeal to homeowners aged 25+ with the message that for a fraction of the cost, they could transform their conservatory space into a room they can use all year round.
OUR SUPER-CHARGED RESPONSE
We embarked on transforming a CONservatory into a PROservatory to highlight to ‘pros’ of insulation.
Our integrated approach began with overhauling CI Group’s social media presence. Once this was completed, we then collaborated with successful home and garden influencers and leveraged brand partnerships to generate leads. This enabled the CI Group to reach a wider target audience via paid social amplification. Our message gained considerable cut-through by showcasing all of the benfits of investing in insulation.
5M+
influencer OTS
across all social content pieces
1K
click to enquire
achieved through organic and paid influencer content
SUPER-CHARGE MOMENT
CI Group’s first ever TikTok collaboration delivered eight in-person appointment leads in the first month of going live.
"Democracy heard our ambitions and shaped a strategy to get us on the right track. We’d never really considered influencers as part of our marketing strategy until Democracy came along. They have introduced us to some fantastic partnerships and new channels - it has not only delivered results, but has brought a fresh, authentic feel to our brand."
Liz Lomax, Head of Marketing, CI Group