Strategic shift away from price discounting drives +32% YoY revenue growth
+32% Revenue growth YoY
+28% Increase in footfall YoY
+41% Increase in organic & direct users
Easy bathrooms: using smarter strategy & proving cheap isn’t always best
1
The Brief
Easy Bathrooms had achieved strong momentum through consistent store expansion, but to continue growing, they needed to evolve. The goal was clear: boost online, but particularly in-store sales by building brand visibility beyond bricks and mortar, especially during the critical post-Christmas trading period.
2
Our approach
We weren’t the only agency in the mix. One of the largest UK TV buying agencies, proposed a traditional DRTV route, focused on low-CPM airtime and direct response mechanics.
We took a different approach. Rather than treating this as a traffic-driving exercise, we built a strategy rooted in customer understanding and long-term value. We profiled five years of customer data using Acorn to reveal a shift in buyer profile post-Covid. The brand’s core customer had aged and become more affluent. At the same time, macro trends like the cost-of-living crisis meant the bathroom purchase journey had extended, from six months to nine, making brand visibility and recall more important than ever.
3
The Delivery
Instead of chasing the cheapest impressions, we aligned the brand with relevant lifestyle content on Channel 4, positioning them around premium homes and interiors programming at key times. The campaign was built for memory, not just message.
The result? Record sales both online and offline and a 41% increase in people searching for their brand, defending against the competition. The campaign has now been running successfully for 18 months, with six more months already booked in.
This is how we drive commercial growth, not just by buying media, but by applying insight, strategy and behavioural understanding to make it perform harder.
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