Taking a Peek at Success

Drive Demand

Bobrick Privacy Digital Ad Campaign

In today’s day and age, privacy in commercial restrooms is becoming less of a novelty and more of an expectation. To address these evolving expectations, the challenge falls on architects, who must specify solutions that meet the needs of their clients and their patrons.

As a thought leader in the commercial restroom category for over a century, Bobrick needed to raise awareness of its expertise and solutions for its privacy partitions. They partnered with Pipitone Group to develop an impactful digital advertising campaign that places the challenge—and Bobrick’s solution—front-and-center.

Architectural Record Advertising Excellence Awards 2018

Gap-Free Communication

Partition gaps have long been a problematic feature in restroom design. Bobrick’s offerings address that issue through gap-free doors and maximum height panels. The line “No Peeking. Just Privacy.” and the accompanying visual both focus on that pain point and the emotional benefit: peace of mind. The creative was used to deliver a key message that architects can identify not only from a professional standpoint but from their own daily lives as well.




Closing the Loop

To send users on the desired path, the creative was leveraged via digital banner ads on key online publications for architects and designers. The ads linked to a conversion-optimized landing page that educated the user while offering Bobrick’s complete privacy brochure in exchange for some basic information. Entrants would receive not only the brochure but an opt-in email to join Bobrick’s email program to receive future updates and offers.

Results

Between December 2016 and June 2018, the campaign has generated more than 400 conversions and added more than 300 new contacts to Bobrick’s marketing database, which is integrated with Bobrick’s sales process. The campaign also earned a Best in Class honor in the Online category at the 2017 Architectural Record Excellence Awards and an Honorable Mention at the 2018 awards.

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