The PoolHouse
Transforming a business from decline to growth, in a recessionary market.
This case has the watermark of an against-all-the-odds, epic success story.
Four ambitious entrepreneurs devoid of industry knowledge purchased a failing business, in a recessionary market, despite the company’s brand reputation having the appeal of a wet towel.
Recognising category marketing opportunities, we dissolved 25 years of equity in a brand that was treading water – transforming it with a brand-led approach that sold memorable moments, not just pools.
In doing so, we quickly halted decline and propelled The PoolHouse to growth, making category ownership waves.
Awareness of The PoolHouse brand surged to 50% of the previous brand’s awareness, while almost tripling leads YOY and driving a 29% sales increase. That’s a 70% sales shift to growth, despite a 37% market decline.
