Bringing holidays home for the pools & hot tubs industry
The emergence of COVID-19 presented many unknowns, and BISHTA and SPATA, the UK trade industry bodies for hot tubs and swimming pools, were concerned about the impact the pandemic could have on their members sales. We were briefed to position hot tubs and swimming pools as the must have of the summer, and ultimately drive consumers to invest in a high value purchase in a time of financial uncertainty.
We analysed all the insight on consumer response to COVID-19 in real time – not only were we in the middle of a national lockdown and limited to the four walls of our homes, but holidays both abroad and within the UK were looking increasingly unlikely. Thankfully, having a hot tub or a swimming pools was the perfect alternative to the usual summer holiday.
We urged consumers to fill the void by going on an #everydaycation and holiday at home from the safety of their garden, a campaign that captured the consumer mood and stimulated national conversation around hot tubs and swimming pools generating share of voice for PIP. The campaign was brought to life on social media channels and via media outreach that delivered national news coverage in mainstream consumer press.
PIP members reported a 15% increase in sales across the board with google searches for hot tubs increasing by 1000% in the campaign period. 50,000 visits were driven to the campaign microsite with a 50% increase in engagement on social platforms.