CRAIG PHILLIPS
CASE STUDY
Craig Phillips is a DIY expert, television personality and presenter who shot to fame after winning the original Big Brother reality TV show back in 2000.
He regularly appears on television and has been involved in the video production of over 900 DIY TV programmes on channels including BBC, ITV, Sky One, Channel 4, Five and UKTV Style.
Craig gives knowledgeable advice and commentary on all things DIY related and is a brand ambassador for a number of brands including Wagner. Craig demonstrates and endorses products through broadcasting, television shopping, events and videos.
What Services Craig Phillips Needed
Craig needed assistance with a variety of activities associated with his work including:
- Photoshoots of him on set locations and studio portraits
- Video production and editing
- Ideal World TV shopping set design
- Social media promotion of his activity
- Conducting market research
Video Production
Craig Phillips required video production services for an inspirational child’s bedroom makeover.
We directed, pre and post produced, a series of videos showing spraying walls, ceilings, up-cycling furniture, adding stencils and even building a car bed. During the production, scenes included Craig giving tips & tricks to help customers make best use of their Wagner products.
A variety of video edits were created for YouTube as well as shorter videos for use on Twitter.
Photography
Craig Phillips required frequent photography shoots which were conducted as in-studio portrait photo sessions and on-location.
These included photographs of Craig posed holding products as well as life-style photography in real world environments.
Photography taken was used extensively on advertising, packaging, social media, point of sale and digital to promote Craig Phillips and Wagner power tool products.
Results for Craig Phillips
The makeover videos of Craig Phillips spray painting the child’s bedroom have now exceeded 800,000 views on YouTube.
Photography of Craig was widely used on product packaging, social media, digital campaigns and in-store to promote Craig Phillips and the Wagner brand.
Craig also regularly presents Wagner products on the Ideal World TV shopping channel. We refreshed the set design for Ideal World to better demonstrate the versatility of the paint sprayers and their range of applications. This helped increase sales to record levels and enabled Wagner to maximise the price threshold they were able to charge for their products.
We organised market research with Craig where he demonstrated the Wagner products. This gauged consumer understanding about paint sprayers and the Wagner brand. The market research shaped the future strategy for how to convey the product range and helped break down the barriers consumers associate with spray painting. On average, 8 out of 10 people who would not buy a paint sprayer changed their minds and would now consider purchasing one.
