The Client:
Big Wipes
Big Wipes is a household name in the construction industry, renowned for their powerful and effective cleaning wipes. These wipes are the go-to solution for tradespeople needing to clean their hands, tools, and surfaces quickly and efficiently, without the need for water or sinks. Big Wipes offers a variety of options, from heavy-duty to softer wipes, all featuring a non-toxic cleaning solution that’s tough on grime but gentle on skin.
The brief
Big Wipes approached us with a unique marketing challenge. Traditionally, their marketing efforts targeted end users—tradespeople and construction workers. This time, they wanted to shift focus and appeal to large maintenance firms and housing associations. The goal was to highlight how Big Wipes could save time and increase efficiency for multi-skilled maintenance teams working across various sites.
The process
Our first step was to understand the needs and pain points of maintenance firms and housing associations. These organizations have large teams of tradespeople performing maintenance tasks in different locations daily. The efficiency of these teams is paramount, and tools that can save time are highly valued.
We developed a concept that emphasized the time-saving and efficiency-boosting benefits of Big Wipes. The production would showcase how maintenance workers could quickly clean surfaces, tools, and their hands, enabling them to move on to the next task without delays.
We secured a unique location for the shoot—a disused foundry from one of our clients, slated for demolition. This setting provided a realistic, gritty environment perfect for showcasing the heavy-duty capabilities of Big Wipes. For the model, we chose a well-known influencer in the industry, a plumber who could convincingly play the role of a multi-skilled maintenance engineer. His recognizability was expected to boost engagement and attract more viewers.
We organized a one-day shoot at the location with a team of three from Dissident—two photographers and a videographer. The shoot covered eight different applications of Big Wipes in both industrial and cleaner settings, demonstrating their versatility and effectiveness.
The deliverables
We delivered a comprehensive set of marketing materials that were a significant departure from Big Wipes’ previous content:
Hero Film: A two-minute video showcasing all applications of Big Wipes, highlighting their time-saving and efficiency-boosting features.
Photography: Over 300 images, including lifestyle shots, in-use imagery, and product photography. These images were designed to be bold and different, aligning with the new marketing direction.
Outcome
Our collaboration with Big Wipes resulted in a fresh, bold approach to their marketing strategy. By focusing on the needs of large maintenance firms and showcasing the practical benefits of their products, we helped Big Wipes reposition themselves in the market. The content we produced not only boosted their online presence but also reinforced their reputation as the go-to cleaning solution for the construction and maintenance industries. We look forward to continued collaborations and further success with Big Wipes.
