Naylor, a leading manufacturer in the drainage solutions sector, sought to launch its new product, MetroDrain LC, a low-carbon alternative to its popular MetroDrain system. Naylor had the challenge of competing in a market where other manufacturers had already introduced low-carbon products to their portfolios, and therefore had to shout pretty loud for the sector to sit up and take notice.

However, the statistics from the new product stack up, producing 48% less carbon during manufacturing and reducing its global warming potential by 50%. This new product is a key component of Naylor’s Net Zero Carbon Strategy.

Naylor partnered with SLG Agency to develop and execute a targeted advertising campaign that emphasised MetroDrain LC’s sustainability benefits, while also boosting Naylor’s overall brand profile by introducing its first sustainable product to the portfolio to compete with its main competitors.

The campaign message led with ‘Less Carbon. More Sustainable’ and featured CGI visuals that illustrated MetroDrain LC’s environmental benefits. Complementing the creative – and reinforcing the Naylor dedication to more environmentally aligned products – a dedicated carbon calculator was developed, enabling users to compare the carbon savings of MetroDrain LC against competitor products.

The campaign was executed through paid social media and search ads, reaching over 193,000 construction professionals and decision-makers. With a 7.2% CTR and over 15,990 clicks, the campaign effectively drove traffic to the dedicated landing page, where users engaged with the carbon calculator and learned about the product’s benefits