Refresh Glass

Having successfully launched the Refresh brand into the emerging conservatory roof replacement market in 2013, Rare was asked to refine and enhance the marketing proposition to take advantage of growing consumer awareness and demand.

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The Challenge

Our original brief for Refresh Glass Roofs was to create a brand and website and devise strategies to drive consumer lead generation. After a successful launch and early years of growth, the market became more competitive and it was time to refine the strategy to deliver ongoing success and maintain a strong return on the marketing investment.

The Strategy

A complete redesign of the website helped reinvent the customer experience of the Refresh brand. Building on the original TV advertising campaign, Rare introduced a diverse channel mix, driven by digital marketing and regional TV, with scheduling aligned with changing customer behaviour and seasonal effects. Experimentation with different advertising tactics and messaging helped refine the communications plan and deliver enhanced performance.

The Result

Implementation of the new responsive website coupled with the launch and optimisation of TV, SEO and PPC channels has generated uplift in leads by 55% percent for the two primary conversion points: arrange a call back and get a quote. In turn this has led to a significant uplift across key campaign metrics, including appointment and conversion ratios and further boosted return on investment.

Rare’s tactical campaign planning has helped make Refresh the market leader in glass conservatory roof replacement, which has now emerged as a key home improvement sector in the UK.

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