ThermoSphere: Integrated campaign to build product awareness and win prestigious awards

Innovative electrical heating

ThermoSphere is a leading electrical heating manufacturer that has been using its technical expertise to drive innovation for over 25 years. It creates energy-efficient, affordable heating systems that help to transform living spaces without costing the earth.

Having worked with Resonates before, we knew they would deliver standout results. This time we sought their expertise to help us launch our new heating cable, ThermoSphere Ultimate®. They crafted and ran an integrated PR and marketing campaign to raise media awareness before and after the launch. The team was integral in securing us broad media coverage, and their messaging ensured we were telling a story that landed us prestigious award wins and industry recognition

Chris Hedges Head of Marketing ThermoSphere

The brief

ThermoSphere was launching an innovative, first-of-its-kind electric underfloor heating cable and it wanted to build awareness of the product before and after it had gone on sale. As the first cable to use two new industry-leading technologies, ThermoSphere wanted to be the first to market with its underfloor membrane heating cable. It also wanted to guarantee this milestone would be recognised and that the company was seen as leading the way.

Core messaging and comprehensive launch campaign

Resonates began conducting market research with industry professionals to understand their challenges and needs. After speaking to mechanical and engineering (M&E) and installation sector professionals, the core messages were crafted, which informed all content and advertising across the campaign. This acted as a force multiplier and delivered better results for ThermoSphere’s budget.

Following this, we created a content-led, integrated PR and marketing launch campaign for ThermoSphere’s new cable that spanned relevant outlets and media formats. The campaign comprised three sprints across summer, autumn and winter and included:

  • A dedicated product landing page to direct target audiences towards.
  • Media alerts and press releases ahead of the product launch and ‘heating season’.
  • Social media to accompany the launch press release, including testimonials from installers.
  • Feature articles in tier 1 publications that highlighted the benefits of the solution for the different target markets and positioned ThermoSphere as industry leading.
  • A four-month email campaign targeted at readers of leading industry publications.
  • Paid advertisements and advertorials.
  • Blogs for ThermoSphere’s website and interviews with its thought leaders.

Resonates also proposed ThermoSphere enter industry awards to add weight to the message that it was the first electric underfloor heating cable of its kind. By doing so, it would give independent support to ThermoSphere’s claims, helping to embed its message within the sector.

Awareness and awards secured while halving advertising spend

“The ThermoSphere Ultimate® product launch was a success, and the integrated PR and marketing campaign delivered many positive results for us”, explains Chris Hedges.

Within four months of the launch, through media alerts, press releases, feature articles and advertorials, we secured over 60 pieces of coverage in tier 1 industry titles. These included PHAM News, the Tile and Stone Journal, Professional Heating & Plumbing Installer and more. Together ThermoSphere’s message reached an audience of over 585,000 readers, earning it 261 brand mentions and more than 70 backlinks, boosting awareness of the new product and enhancing SEO results.

Through successful awards entries we secured ThermoSphere:

Alongside the wide tier 1 coverage, these award accolades helped establish ThermoSphere’s reputation as creating first-of-its-kind products.

ThermoSphere’s email campaign reached the inboxes of 68,000 industry professionals, raising further awareness of the new product, along with demonstrable increases in web traffic. Between August and December 2023, the campaign generated an additional 497 visits to the website.

Thanks to our media relationships and advertising campaign experience, Resonates was able to advocate for competitive paid advertising rates for ThermoSphere. We saved them 50% on advertising costs while delivering significant impact.

Commenting on the successful partnership and product launch, Chris Hedges  said, “Working with Resonates is always a pleasure. They’re a trusted partner that we can rely on, and we know we’re always in good hands. Our goal was to make sure that the industry remembers that when it comes to electric underfloor heating cables, ThermoSphere did it first. Resonates crafted and amplified that message for us and made sure we won awards to back it up. The results speak for themselves, and I’ve recommended Resonates to some of my contacts.”