Skip to main content

Aquability Case study

Aquability were established in 1994 and this family run business is one of the leading suppliers of Walk-in Baths and Showers. An AJ client for many years and with a high media spend, Aquability were reaching saturation point in press.

Fully aware that it was vital to utilise new media channels to reach new audiences, and to keep advertising activity profitable, an insert strategy was introduced.


Stand out in a cluttered marketplace

Reach a wider and untapped audience

Decrease the reliance on national press titles


We designed a robust test insert campaign, based on a long-term strategy of running inserts in a variety of formats to achieve greater standout in national press, magazines and third-party mailings.  Whilst tried and tested press titles formed part of the schedule, third party mailings were identified as an important channel that would allow access to a new audience.  Subsequent campaigns were then refined, optimised and built upon after careful analysis and media planning on a continuous, ongoing basis.


Over £2.7 million sales were generated by inserts alone, which makes this fairly new channel one of the most profitable for Aquability. Also because of this, inserts now form a key part of the Aquability schedule and played a vital role in providing leads throughout the national lockdown.

AJ have worked tirelessly to maximise results from our insert activity, recommending new mailings, thoroughly analysing results and proposing new creative ideas. It’s certainly paid off; results are getting better every year.