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Highgrove Bathrooms have been locked out of sponsoring The Block since the show was launched, by their biggest competitor Reece. To become part of The Block without being an in-show sponsor, we created a partnership with The Block judge Neale Whitaker and renovated his holiday home. Neale is one of Australia’s most high-profile interior designers and well-known judge on The Block, so working with Neale allowed us to infer an association with The Block.
A content series was created and amplified across YouTube, Meta and Pinterest. We created an audience first strategy and heavily invested in smart TV impressions through YouTube, serving ads only to users who had been to competitor websites, were in market for major renovations or were engaging with renovation content. Smart TVs also allowed us to capture family viewing times and replicate a free to air Block sponsorship on the biggest screen in the house.
Meta allowed us to target users who were fans of The Block and to time target with double screening while the show was on air. On Pinterest, we captured users in the planning/dreaming stage and showcased the renovation with Neale and his holiday home through beautiful imagery.
Engagement rates were incredibly high, and they drove an engaged user who stayed on site for longer. The partnership with Neale elevated the brand and positioned Highgrove as a brand trusted and endorsed by one of Australia’s best known interior designers.
