In a cluttered category full of in-situation product photography, Moen set out to change up the norm of the plumbing category. With a bank of underappreciated product innovations, Moen decided to place their thought leadership front and center by reimagining how it's represented within visual imagery.
As part of a larger integrated campaign, "Inspired By", Moen tasked Havas, agency of record, with recreating how we visualize faucets and showerheads. The goal—and result—was to break through the traditional "sea of sameness" lifestyle photography typically seen in the category and better differentiate the brand.
When consumers are exposed to a faucet, typically it is within context of a larger room. While the effect is beautiful, it's anticipated – and usually indistinguishable from one brand to the next. So, we transformed the @moeninc Instagram feed into an innovation gallery.
Using trend mapping, we identified key interior design and home décor cues to inform the creative approach for each image. Each trend culminated into a monthly theme that was then used to guide the content for each month.
Each faucet and showerhead was shot in a variety of visually arresting set-ups – utilizing everything from Pantone's Color of the Year as a backdrop, to mirrors placed around the product to catch its stunning reflection.
As a result, our Instagram feed transformed from expected product shots and wallpaper "in-situation" photography, into an eye-catching gallery truly maximizing the format's potential. The @moeninc feed became a showcase of aspirational, inspirational imagery worthy of the new followers it yielded.
Overall, the Moen Instagram nearly doubled its followers – which is an increased growth rate of 151% YoY. Total engagement on the platform saw over 23k engagements across paid and organic initiatives.
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