Case Study of Shouder Integrated Campaign

The Case Study of Shouder reviews the details of a successful branding campaign by Badkoobeh Creative Communication Solutions.

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Integrated Campaign
Case Study

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Shouder,anIraniancompanyinthefaucetmarket,faced
challengesduetoalackofaunifiedbrandidentity.
A market research survey conducted by Badkoobeh Creative
Communication Solutions in 2017 revealed that Shouder ranked
fifth among sellers and ninth among individual buyers in terms of
brand awareness. Only 7% of sellers mentioned Shouder faucets,
which were categorized as low-selling products with high prices.
A market research survey conducted by Badkoobeh Creative
Communication Solutions in 2017 revealed that Shouder ranked
fifth among sellers and ninth among individual buyers in terms of
brand awareness. Only 7% of sellers mentioned Shouder faucets,
which were categorized as low-selling products with high prices.
Shouder's weaknesses included high prices, a weak distribution
network, low advertising, lack of customer recognition, and sellers'
indifference towards the brand, resulting in low presence in
stores.
Challenge

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The Process of Strategy
Development
To address the above-mentioned challenges, a long-term strategy was
developed and implemented, starting with internal organizational
improvements. The idea of a ‘modern Iranian brand using German
engineering’ was developed to build trust and convey the high-quality
nature of the brand. The idea helped Shouder successfully build trust
with the audience by highlighting its German engineering roots, while
also addressing cost and sales concerns by emphasizing its Iranian
identity.
To keep introducing Shouder to the audience and increase its market
share, the competitive pricing system for products was optimized.
Additionally, a customer loyalty program was designed to anticipate
sales and increase demand for strategic products. The audience of the
program was the faucets industry professionals.

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The slogan "Because Details Matter" was created to emphasize the
essence of the brand - giving importance to details to create
exceptional balance and seamless integration of form and function,
spectacular beauty and perfect harmony.
In 2019, the successful "Success Lays in the Details" campaign
was designed by to highlight the benefits of the brand for
customers and boost sales. As part of this strategy, the "Why
Shoulder?" 360-degree campaign was created and launched to shift
the criteria for selecting faucets among construction contractors,
sellers, and people from ‘price and design’ to ‘product
performance’.
Because Details Matters

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In response to the multi-faceted nature of Shouder, a shift towards
more profound concepts was made to enhance the practical benefits
of the products by emphasizing their functionality. In 2021 and 2022, a
new brand positioning was introduced with the concept of ‘flawless
performance, striking design’. Through an extensive communication
campaign rooted in the brand's core concept of ‘the importance of
details’, a fresh interpretation of the concept of balance’ was
presented. Furthermore, the strategic use of the term ‘maximum’
emphasized the brand's commitment to perfectionism, aiming to
cultivate a positive brand image among the audience.
Maximum Balance
between Components

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In 2020, Shouder, in collaboration with Iran's Ministry of
Education, initiated a CSR project in underprivileged
regions of Iran to install sanitary faucets in schools and
ensure access to clean water for students. This effort
resulted in the installation of standard sanitary faucets in
28 schools across four cities in Iran on Shouder's 28th
anniversary. The program was promoted with a
campaign entitled “Easy access to clean water with
Shouder faucets” by the PR department of Badkoobeh
Creative Communication Solutions.
Public Relations Campaigns

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Another activity of Shouder in the field of cultural
promotion was to author and publish a book focusing on
the optimal use of water and preventing its waste. The
book lunch event was planned by Badkoobeh’s PR
Department and held in Kaarmaan House, Tehran, in
2020.
Public Relations Campaigns

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As a result of the branding and marketing efforts made, significant improvements
have been achieved. In terms of brand awareness, Shouder positioned itself
among the top four faucets manufacturing brands among contractors. Additionally,
the effectiveness report indicated the following statistics:
Achievements
Customer satisfaction
reached 85%.
Brand awareness among
contractors reached 93%.
Contractor loyalty towards
Shouder reached 62%.

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Exhibition
Booth
Design
for
Shouder

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Thank You