SITUATION
Longstanding category conventions had shower brands like Moen focused solely on homeowners. So when tasked with driving growth amongst the next generation of consumers, we challenged those conventions – and realized the category at large was ignoring a huge opportunity in going after the nearly 40% of US homes occupied by renters.

It wouldn’t be as simple as just opening up our targeting though –renters carried a perception that swapping a showerhead was a difficult home improvement project, and one their landlord wouldn’t be keen on. We needed a bespoke plan to debunk this misconception and show renters that, with Moen, they could easily rent their place, and own their space.

INSIGHT
Compromise makes your house feel less like a home.

EXECUTION
A truly full-funnel campaign with bespoke creative at each touchpoint took this new audience from “I’m stuck with my shitty shower” to “oh, I don’t need a plumber for that?!” and all the way to “I don’t know how I ever lived without a Moen showerhead.”

CO-CONSPIRATORS: Leah Hattendorf (GSD), Marianna Ruiz (GCD), Brett Terblanche (CD), Luiz Vicente Simoes (CD), Shane Smith (AD)