California Shutters

Successful TV launch across a range of lifestyle channels, focusing on home improvement content

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The Brand

California Shutters are pioneers in the DIY shutters market. By providing everything their customers need to understand the process, measure accurately and install effectively, they save people hundreds of pounds. The products are of the highest quality and as long-established suppliers to B & Q, their techniques are tried and tested.

Deliverables

Creative & Media Project

TV airtime planning and buying

DRTV campaign

Analysis and response modelling

DRTV generated an

growing their database and driving sales

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The challenge

The company wanted a campaign which would both drive traffic and sales but also educate the public about the ability to measure at home and order custom blinds online. All this had to be co-ordinated to boost sales at key times of the year.

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Our Response

Our experience in DRTV helped the brand with a successful TV launch across a range of lifestyle channels, focusing on home improvement content, when possible. Keen rates and a strong DR strategy combined to produced a great result. The TV ad effectively conveyed their brand values, but also made the product feel accessible and easy to order - this was key because DIY shutters were a new concept at the time. Creative by Happy Hour Productions

DRTV + creative

The results

The campaign produced instant tangible results. We proved a direct linear relationship between TV impacts and brand searches. Correlation analysis showed an r2 value of 0.81, which is extremely high and gave confidence to the client in what TV was able to offer. Using this analysis the campaign was scaled significantly. We are also looking at replicating this success across their other brands in the future.

“Paul and the team at Chase Media were, without doubt, the perfect partner for our first foray into the world of TV advertising. I much prefer working with a company who wants to understand our business and this has been a key to the success of our first campaign. The success of our business really matters to the Chase team. We’re looking forward to taking our other shutters brands to TV – of course, working hand in hand with Chase Media”

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Murray Clark

Co-Founder

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