AGA

The client

AGA is considered one of Britain’s most trusted and cherished brands. Adored across the world, AGA cookers come with a sense of history built in and continue to be designed and manufactured in Telford, Shropshire. They are heavily advocated by world-leading chefs and cooks, including Mary Berry, Jamie Oliver, Nigella Lawson, and Marco Pierre White.

The challenge

AGA wanted to broaden its brand appeal to a younger, more diverse audience. Research suggested that AGA cookers were considered complicated to use, old-fashioned and always needed to be on, which made them expensive to run.

The challenge was to tackle this perception and demonstrate that customers could enjoy the traditional aesthetic of the AGA, while benefiting from the modern conveniences of a high-tech electric cooker and induction hob.

What we did

A perception change required a new approach, one that would not abandon AGA’s core heritage brand values. To achieve this, we crafted strong messaging to resonate with our aspirational audience and directly address the existing perceptions: “Thinking about a new electric cooker? Forget what you think you know. Think AGAin.” 

While the creative campaign showcased the traditional AGA cooker, the imagery was cleverly manipulated to reveal the high-spec digital control panel underneath. Additionally, content and assets were created specifically for Meta and PMax platforms to ensure maximum reach and engagement. By targeting a mix of lookalike and interest-based audiences, and crafting ad copy that aligns with our new strategy, we launched a variety of ads tailored to meet the specific requirements of each platform and placement. The wide range of AGA colours also allowed us to create and launch ads with diverse assets using various colour shades and formats to identify which ones resonate best with AGA’s target audience. 

Our work with AGA has consistently centred on boosting brand awareness, reaching new audiences, and driving engagement and traffic to the website. This year, we aim to build on these efforts by significantly investing in age group segmentation and A/B testing. This strategy will enable us to develop detailed personas, allowing us to tailor our assets and messaging to meet the specific needs of diverse audience segments. By refining our approach, we anticipate a more personalised and impactful engagement with each demographic, further strengthening AGA’s market presence and customer connection.

Results

We’re delighted with the results our campaign achieved. In fact, the client was so happy with the creative campaign for Meta that it has now been rolled out across the website, out-of-home advertising and PoS. 

The ‘Think AGAin’ campaign saw:

• 139% increase in ‘store location’ searches on the website
• A 5% reduction in CPR (compared to all other Meta campaigns)
• 3.4% increase in thruplays
• 30% increase in landing page views
• 7% increase in CTR

Despite only spending 16% of the total budget, we achieved 29.8% of all landing page views. Additionally, we received more location searches even though we were not optimising for this goal, and the cost per result was the lowest compared to all other campaigns.

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