・work・Stoov
Warming Up the Market
Stoov, the creator of sustainable heating pads, had carved out a functional niche but needed to evolve into a lifestyle brand. The challenge was to position Stoov as a stylish, must-have companion for comfort and warmth, resonating with a design-conscious audience while standing out in a competitive market.
Agency
Client
Duration
Field
Project overview
Stoov sought to move beyond being a practical heating solution by building an emotional connection with its audience. The goal was to develop a distinctive identity and campaign that showcased Stoov as both a functional and fashionable choice, redefining its role in the market.
big idea
The campaign centered on the concept of the "Koukleum"—the perpetually chilly person everyone knows. With playful visuals and a relatable tone, Stoov was positioned as the perfect solution to bring style, warmth, and comfort to everyday life, making it synonymous with cozy living.
Together with Fitzroy, we worked on the campaign with great love and joy, and we are proud of winning the silver Esprix and SAN Awards.
Teun van Leijsen
Founder
Results
The Koukleum campaign brought Stoov to the forefront of its category, cementing its place as a market leader. Through a combination of mass media, digital precision, and influencer collaborations, the brand saw a surge in awareness and preference. The campaign was rolled out across TV, social, and in-store, creating a cohesive message that resonated with audiences and elevated Stoov as the go-to solution for stylish warmth.
Some statistics on this case
Brand Awareness
: From 4th place (32%) to 1st place (69%).
Consideration
: From 5th place (18%) to 1st place (45%).
Preference
: From 3rd place (20%) to 1st place (50%).
Revenue Growth
: More than 2x YoY revenue increase after one year.