Case Studies

Screwfix How to Choose a Shower

Client

Screwfix

Campaign

How to Choose a Shower

Screwfix, the UK's largest direct and online supplier of trade tools, accessories and hardware products, responded to the launch of HowTo.tv with an immediate brief to create a pilot show, allowing viewers to click on the featured products and add them to their shopping basket on the Screwfix.co.uk website.

In an interview with Marketing Direct Simon O'Mahoney, Head of Marketing at Screwfix said, "The direct response element is vital for us. Having the links in the video makes a huge difference and allows a person to make an immediate product choice at the point when their interest is highest."

HowTo.tv recruited TV DIY presenter Gavin Lowe to front the videos and help us promote them in a broadcast PR campaign. We upgraded two showers in different locations, and split the show into seven episodes showing everything from fitting the shower tray, fitting the shower enclosure, to installing the extractor fan and adding the shelves for the final touches!

Using our LinkTo™ technology, viewers are able to click on all the featured and add them straight to their shopping basket at Screwfix.co.uk. We then supported the launch of the show with a fully integrated broadcast PR campaign which generated over £100,000 worth of media coverage that was heard on 67 radio stations with almost 5.5hrs of coverage, and featured on 18 websites with a reach of over 13m that including Telegraph.co.uk, Evening Standard Homes & Property Section, and UKStyle.

Using research company, Opinion Matters we surveyed over 1000 viewers of the videos on HowTo.tv and the feedback was fantastic.

– 57% found the tips helpful
– 56% said it was easy to understand and follow
– 44% thought all appropriate topics were covered
– 27% said they will or would use it in the future if choosing a shower
– But most importanly, 12% of viewers said they had already or intended to purchase as a result of viewing the videos