Context
Miralis has been manufacturing custom kitchens in its Bas-Saint-Laurent factory for more than 40 years. It is the only company that does so North-American-wide. Every day, their cutting-edge vision and unique know-how bring along consumers from design to installation through 120 partner shops in Québec, Ontario and the United States of America. Miralis positions itself as a leader in sustainable development by building kitchens to last more than 25 years. They firmly believe that a kitchen's design shouldn't be impulsive.
Challenge
Until this year, Miralis has only relied on its partners and retailers to communicate to consumers. The brand wanted to reach directly its target audience for the first time through a B2C awareness campaign. Republik's role was to build an awareness campaign to allow Miralis gain attention from consumers to book directly with them.
Insight
People expect a lot from their kitchen. Not only is it where most gatherings take place, but consumers also want their kitchen to be adapted to their needs while reflecting their values.
This truth resonates even more during these unprecedented times. That room has become the heart and soul of their house. Everyone wants to feel even prouder of their kitchen. It is this home insight that inspired us for the brand awareness campaign of Miralis.
Solution
Miralis has always leveraged three differentiating pillars, timeless beauty, locally-made and sustainable material. Who would be their best brand ambassadors? Their current clients. This is why Republik recruited three real clients who were proud of their Miralis kitchen for one of those three reasons. We invited ourselves in their kitchen and asked them to tell us their proud story. We captured their storytelling and shared it across Quebec on several platforms. The results: the campaign was live on Facebook, Instagram, Pinterest, Google Search, La Presse+, Toronto Star, S4M programmatic, DOOH and Miralis website from October 2 to November 23. People discovered how proud Anicée, Jean-Claude and Florence were of their Miralis kitchen.
The result
The multi-channel media strategy generated more than 19 million impressions among the target audience, but the campaign was also able to attract potential consumers. In addition to the 100,000 page views on Miralis’ website directly attributable to the campaign, we saw a significant increase in organic traffic to the website during the campaign period, as well as an increase in searches for one of the brand’s distributors. The targeted channels truly complemented each other, making it possible, on the one hand, to maximize visibility, and, on the other hand, to engage consumers with the brand.
