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Baxi Boilers appoint Tangerine Comms to develop consumer social media strategy

Tangerine has added to its roster of household names, following a competitive pitch, to bring on board one of the UK’s leading boiler brands, Baxi.

The team has been appointed to develop a consumer social media strategy as the brand strives to build stronger relationships with its end-user customers. The new remit is a step change for Baxi, whose comms have predominantly been installer focussed, and will now look to raise awareness of the brand, quality, durability and value of its products with consumers.

Activity will include a variety of creative content, brand partnerships, education and advice focused content supported with a paid social ad strategy, all underpinned by a newly created consumer tone of voice and social visual guidelines developed by Tangerine.

Speaking about the appointment, Sian Lewis, marketing manager for Baxi, said: “Tangerine’s insight-led strategic approach really stood out in the pitch process and was the driving force behind selecting them as our consumer social partner.

“The team has developed a robust, insights-based tone of voice coupled with a creative content plan that will set us apart from competitors with this consumer audience. We have already seen how elements of our comms approach will be changed and that has led to a lot of excitement here within the Baxi team about the progress we can make over the next few years.”

Sam Gregory, joint MD of Tangerine said: “As an established brand with over 150 years in the market, we were incredibly excited to receive the brief from the Baxi team.

“The internal team has been so supportive in allowing us to really interrogate the Baxi consumer audiences and challenge the brand to try new channels, routes and content formats.

“Using in-play analysis, we will be constantly listening and analysing how customers behave and interact with Baxi’s content, to evolve and adapt it in real-time to help deliver meaningful results, improve consumer sentiment and support wider installer comms. We look forward to working with the team throughout 2021 and beyond.”