Protecting the UK’s no.1 tiling brand by engaging audiences with supportive content.
The brief was to increase usage frequency by improving the value both the brand and its products add to the everyday life of tilers, contractors, specifiers, distributors and homeowners.
To achieve this, CMDi created an interactive digital platform and partnership programme, YOU + BAL. This was developed following a large-scale brand audit involving interviews, a survey, competitor review and strategy workshops which clearly framed the task – the need to position BAL closer to end users through a communication strategy to rekindle loyal feelings.
The new YOU + BAL programme frequently reminds all tiling audiences how BAL is actively on their side with a unique combination of products, tools, services and partner programme benefits that makes tiling easier, allowing them to finish faster with better results.