MARKETING FOCUS
MODERN MARKETING FOR MERCHANTS
One builders’ merchant is proving that modern marketing doesn’t just belong in trendy tech firms; it belongs on building sites too.
T
he use of video as a sales and marketing tool has surged over the past few years. More companies are recognising the value that video content adds to their bottom line, incorporating it into websites, social platforms, landing pages and beyond.
Lancashire-based C&W Berry, the UK’s largest single-branch independent builders’ merchant, set out to tap into this.
“We recognised the impact that verified reviews had on customer spend after implementing Trustpilot,” says marketing executive Rebecca Johansson. “But once we began researching video, we realised the opportunity went far beyond written reviews. We needed to show people – not just tell them – why customers trust us.”
Building a Visual Strategy The company devised and launched a full- scale marketing campaign focused on video case studies. The objective? To showcase how local builders, homeowners, and tradespeople were using C&W Berry’s materials to deliver high-quality results – all while saving money, completing projects on time, and overcoming real-world challenges.
As part of the wider campaign, the team also produced case studies for Berry Bathrooms – C&W Berry’s dedicated bathroom showroom. Filming took place in customers’ homes to capture testimonials, showcase finished installations, and give viewers an inside look at the process of selecting, designing and fitting a new bathroom suite.
Rather than outsourcing production, the team decided to keep everything in-house. “We wanted to develop the skills within our own team,” says Johansson. “So we invested in photography, animation and editing courses, and really immersed ourselves in Adobe Creative Cloud. It was important that we didn’t just learn how to use the tools, but how to tell a story with them.
“We started small – interviewing local builders and small businesses – which gave us a chance to test different filming styles and refine our
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Above: photo-editing was used to make one of the case study images look more camera-ready. Right: the real thing.
l Social Media: Videos were uploaded to YouTube and promoted across Facebook, Instagram, LinkedIn, and Twitter. Paid campaigns helped extend reach to new audiences. l Email Campaigns: Berry Bathrooms case studies were featured in email marketing, using strong customer testimonials to improve open and click-through rates. l Print Materials: Leaflets and showroom brochures included QR codes linking directly to relevant case study videos. l Email Signatures: Team members included links to case studies in their email footers – subtly reinforcing the brand’s credibility in every conversation.
Measurable Results
C&W Berry conducted a short survey of 100 people, showing them a case study video and measuring perception changes before and after. 98% reported a more positive perception of the brand after watching, while average time-on-page increased by 31% on pages with embedded video. Email click-through rates improved by 24% when case study content was included, while engagement was 18% higher with social media posts featuring the videos
What We Learned
editing skills,” she explains. “It was a learning curve, but it meant we were prepared when it came to larger, more complex case studies.” The team has since documented a wide variety of projects – from a local contractor constructing a dental practice with apartments above, to a unique private home with a complex, traditionally crafted timber roof, and even a multi-million-pound hillside development featuring an infinity pool.
On the bathroom side, customer interviews were filmed on location to show not just the completed look, but the journey to get there – highlighting the product knowledge and support offered by Berry Bathrooms.
Behind the Scenes
Shooting real-life case studies had its challenges. “Bad weather, nervous customers and building sites that weren’t exactly ‘film ready,’” Johansson says. “But that made the final edits feel authentic – exactly what we wanted.” That authenticity became one of the campaign’s greatest strengths. Videos featured real people, in real places, with real outcomes – exactly the kind of content that builds trust. Once produced, the video content was distributed across several platforms: l Website: Case studies were embedded on the homepage and relevant product pages to increase exposure and support conversion.
Throughout the process, the team gathered valuable insights: l Authenticity wins: Customers are more likely to trust real voices than polished ads l Upskilling pays off: In-house content creation is achievable with the right investment l A great case study continues to drive engagement long after its release l Storytelling beats selling: Showcasing customer outcomes proved far more persuasive than product specs alone
“One of our goals was to inspire people with projects they could actually relate to,” says Johansson. “We wanted to demonstrate how others had overcome barriers and delivered fantastic results – with help from our team, our products, and our service.”
By leaning into authenticity and customer experience, C&W Berry shortened the sales cycle, improved confidence, and boosted SEO – all while giving their audience content worth sharing.
Each case study is now embedded on a dedicated page alongside the products used in the project, making it easy for customers to visualise what’s possible – and make informed buying decisions.
“What we did proves that when properly executed, video case studies offer a potent blend of authenticity, credibility and social proof that other forms of marketing are simply unable to achieve,” Johansson says. BMJ
www.buildersmerchantsjournal.net July 2025
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