Narellan Pools: Diving into data for Narellan Pools
Brand: Narellan Pools
Brand Owner: Narellan Pools
Lead Agency: Affinity
Industry: Gardening, Home improvement, Home improvement retail, Property & construction
Channels used: Magazines – consumer, Online display, Online video, Search, Social media
Budget: Up to 500k
Narellan Pools is an Australian swimming pool builder. In a market experiencing declining home affordability, increased debt, and a shift towards higher density urban living, company sales were in long-term decline. A shift towards digital helped reverse this decline.
This case study outlines how the business accelerated its growth by exploiting a 'Big Data' insight about the exact time when prospective pool buyers were most likely to convert into sales – a strategy encompassing activated marketing whenever this window of opportunity opened, and deactivation at less propitious times.