the CONTENT STRATEGY THAT TRANSFORMED A MANUFACTURER INTO SOMETHING MORE
• the content strategy that transformed a manufacturer into something more
• the content strategy that transformed a manufacturer into something more
SITUATION
Brands in the plumbing fixture category were indistinguishable from one another – a sea of sameness that no one was paying attention to until their faucet sprung a leak. But with the launch of a new positioning strategy and brand campaign designed to establish Moen as an innovator and hero for water – we had the opportunity to overhaul the brand’s social presence to tell a more meaningful story.
STRATEGY
Make people think about water in a new way, and they’ll think about Moen in a new way.
EXECUTION
From always-on series, to reactive moments, to big brand acts – a new social content strategy began to build a world of water that stood out from the crowd. Content pillars were designed to create consistent storylines while allowing for generous creativity and experimentation. Each post became a mini meditation on water, and our growing audience began to embrace greater mindfulness and gratitude for the role it plays in our lives.
Check out a few of my favorite content series, and the insights that informed them, below.
SHOWERSCOPES
INSIGHT
The isolated nature of showering makes it a particularly personal ritual in our daily routines.
EXECUTION
Monthly “showerscopes” posed provocations and personalized advice around bathing based on the star signs, becoming the most-shared series ever for the brand.
SOUND SHOWERS
INSIGHT
Water’s transformative powers can be experienced by more than just touch. Studies show even just looking at or listening to water can have healing effects.
EXECUTION
These videos act as short mindfulness meditations – one for winding down and one for waking up – and evoke the mental benefits of showering in Moen’s spa or aromatherapy showers.
STEP 1: WATER
INSIGHT
There is no wellness without water.
EXECUTION
This evergreen series draws attention to water’s critical role in our wellbeing through useful and unexpected self-care practices.
STYLED BY WATER
INSIGHT
At Moen, water is our medium. At home, it makes for an unexpected muse.
EXECUTION
Moen wanted to be seen as a leader in interior style, and forgettable catalog imagery of sinks and showerheads wasn’t going to cut it. So we put water at the center of our style story, inspiring people to consider its beauty and presence as a muse for decorating their homes.
