Background Rheem is America’s #1 brand for water heaters, thanks to installers’ prevailing trust in the brand. Yet today’s information savvy homeowners tend to research their contractors’ choices, seeking wider validation on the Internet.
Rheem wanted to leverage this trend with a direct-to-consumer campaign that would boost consumer brand awareness. Plus, as the pandemic has spurred more at-home water usage and a focus on home improvement trends, the time felt right for this kind of marketing.
Concept The dusty, mysterious hot water heater that sits in the basement is more important than ever, thanks to our new stay-at-home culture. Goods & Services figured we might as well put Rheem products smack in the middle of family life.
We highlighted the life of a relatable family in a series of humorous spots that use quirky fourth wall breaks and trendy subjects (sneaker culture, vintage fashion) to lure in viewers. Each ad in the series ends with a shiny, new water heater as hero in the closing shot.
Results: We are exceeding the Rheem benchmarks on both streaming and digital display Video: 100% Video Completion Rate Goal – 95.0%. Our VCR is 96.4% @ 100% Display: Rheem’s benchmark for display CTR is 0.40%. Our CTR is 0.83%, more than double the benchmark. More metrics should be available for the judges to consider in about 30 days.