Delivering a 65% uplift in purchase intent across a low-interest market
+16% Increase in spontaneous awareness
+45% Uplift in view the Tredaire is quality
+65% Purchase intent increase
Driving a 65% increase in purchase intent in a low-interest sector
1
The Brief
Tredaire wanted to grow market share by shifting how people think about underlay, from an optional add-on to an integral part of a quality carpet purchase. Because carpet shopping is typically driven by life-stage moments rather than day-to-day interest, the campaign needed to reach people at the point they were most likely to buy and give them a compelling reason to choose Tredaire based on quality.
2
Our Approach
We began with research to identify who actually influences and drives underlay choice, then built the strategy around three distinct groups rather than a single generic audience. We defined two core consumer segments, first-time buyers and empty nesters, and a third trade audience of carpet fitters. Each required a different route in, different media environments, and different content lengths to earn attention in a low-engagement category.
From there, we translated the insight into a channel plan with clear roles. Channel 4 was used to place Tredaire in high-relevance home contexts and deliver sufficient reach and frequency, with daytime and broader environments weighted to drive empty nester engagement and streaming used to better align with first-time buyers.
Digital then reinforced each audience with the right format and behaviour fit, long-form news environments for empty nesters and short-form formats for first-time buyers. For carpet fitters, we focused on mobile-led activity in sports contexts, using TALKsport to reach trade attention when it is most available.
3
The Delivery
We delivered a multi-audience brand consideration campaign designed to build belief in quality and create future preference, supported by structured measurement to evidence impact.
Activity was deployed across premium home content environments and tailored digital formats, with trade-specific placements layered in to influence recommendation at the point of installation. Results were validated through brand research, demonstrating increases in spontaneous awareness, improved perceptions of quality, and a stronger likelihood to choose Tredaire after exposure.
Get in touch
0148 495 9610
hello@mediaperformance.co.uk