Valadares brand is a portuguese sanitaryware icon with more than 95 years of history. After a troubled period that forced its factory to shutdown, this brand which is now part of ARCH company assets, returned to the market and challenged Brandtellers Studio to develop the new positioning for the brand.
Project oriented Storytelling arises from charisma, innovation, history, experience and future of a brand that cares about its internal values and with the values of an audience that seeks something unique.
"This is our home.
This is where we find the revitalizing force of water and the regenerative power of the elements.
Here we find the warmth of earth and the energy of its transforming winds.
This is our world.
A source of inspiration for artists and visionaries. From creators and doers. From people who believe the best is yet to come and so they also give their best.
The result: objects of rare beauty and simplicity. The balance between Nature and the nature of man.
An orchestra of shapes, colors and textures. Garden of emotions and sensations. Valadares - life in its most intimate expression ... "
Looking to promote a positioning in the upper and middle-upper market segments, mainly in international markets, and betting on the creation of innovative products with a strong development character by a highly specialized workforce, a new narrative was created for the brand which aims to be unique in the way it conceives bathrooms.
The signature "Original Bathrooms" was born, promoting the originality of the products created by Valadares, giving each space a personal touch.
In a holistic perspective, a whole new experience of living the bathrooms, the values of history, tradition and experience acquired over more than 90 years.
The new website: a new communication channel for Valadares brand positioning, presentation of innovation projects, for the whole range of products. At the same time, this platform also has a publishing area of contents related to the house, bathroom or other useful topics that help to strengthen the proximity with the public, with new monthly publications. We bet on a platform adapted to mobile devices, such as tablet and smartphone, through responsive technology.
Segmented email marketing with brand content was a strategy used to work with the end consumer, promoting the dissemination of new products, campaigns and contents related to the house universe. We also bet on e-mail marketing to work in the B2B segment by widespreading the most diverse brand content through the distribution channel and professionals in the architecture and construction sectors.
Within the strategy several online advertising campaigns on the Facebook platform were also created. Promoting content and targeted product ads and creating a website conversion funnel were part of the online advertising strategy.