KOHLER MIRA

Powering Mira’s brand cross channel to engage the installer market and differentiate itself from competitors

12,000 +

TikTok views

30,000 +

industry professionals reached

175

sign-ups to online installer loyalty platform

channels with increased impressions and engagement

At Mira Showers, we are committed to supporting the industry and demonstrating the value we hold for installers and the trade. AMBITIOUS not only understand that commitment but have embraced it, elevating the way we communicate and interact with our audience. I cannot be more complimentary of the way the team have innovated in the space, challenged the norms and produced content and activity that truly embodies this mission.

Dan Martin
Installer Communications, Mira Showers

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Driving Mira’s brand and leading on new conversations in national press, trade media and social platforms.

INSIGHT

Mira Showers is the UK’s leading shower manufacturer, renowned for its innovation in showering technology and a dominant market presence with over 40% share in the UK shower products market. Founded in 1921, the company has a rich heritage of pioneering developments, such as creating the world’s first thermostatic mixer and the first dual-outlet electric shower.

Installers are a primary target audience for Mira – from self-employed plumbers through to larger installation firms. They are both purchasers and advocates of the brand. Attracting and maintaining brand loyalty for installers is a key objective for the Mira installer marketing team and one which AMBITIOUS was briefed to support.

Core to achieving brand loyalty with installers is Mira’s ability to differentiate itself from competitors, in terms of product but also engagement with installers on issues that matter to them the most.

The InstallerSHOW at Birmingham’s NEC is a high point in the installer calendar with over 30,000 industry professionals coming together to find out the latest product innovations and network with fellow installers. This was an opportunity for Mira to debut its latest brand campaign directly to a captive audience.

Developed in collaboration with AMBITIOUS the brand campaign was built around three key principles.

How Mira could support its installer network to:

Master your business – support installers on the areas of the business where time and skills are squeezed – finance, marketing, customer service

Elevate your skills – help installers to keep their skills current and relevant

Balance your life – advice and support for installers to support their health and wellbeing in a job that is often long hours and physical work.

Our role was to help to bring these aspects to life. And in doing so, engage installers in conversation that went beyond product.

IDEAS

Our strategy for the show was based on three principles.

To extend the reach of our activity beyond the immediate F2F audience
To extend shelf life of the activities to beyond the three-day show
To show something that would differentiate the Mira presence at the show from competitors, engaging installers on stand and encouraging them to sign up for the Mira Installer loyalty programme – InstallerPRO

At the heart of the campaign was a film of three case studies – installers who were advocates of Mira. Visuals and a film featuring Paul, Leah and LJ were broadcast on a large screen on the stand throughout the show.

Visuals on the stand itself naturally divided the space into zones where visitors could ‘elevate their skills’ with engineers and kit on hand, ‘balance your life’ with branded lunchboxes and signposting to content for meal ideas and wellbeing advice and ‘master your business’ with an independent business coach brought in to offer practical advice to business owners.

Research carried out in advance of the show highlighted some of the common challenges installers face both on and off the tools – from loneliness through to burn out. Data and insights from the research were used to engage media in the run up to the show, with interviews hosted during the show.

The opportunity to ‘elevate your skills’ was also used to engage industry influencers on the stand and encourage them to capture and post content on their own channels.

Meanwhile, the AMBITIOUS social squad captured video content across the three days to fuel both live stories and subsequent videos and visuals across Instagram and TikTok.

All activity to attract installers to the stand was a precursor to an invitation to sign up for InstallerPRO.

IMPACT

Outcomes

Invitations to media and influencers resulted in six conversations with media and a further six meetings with industry influencers. Media interviews generated an appearance on the Off The Job Podcast, a video interview with the British Institute of Kitchen, Bedroom and Bathroom Installation and an ongoing column in a top tier industry publication.

Outtakes

AMBITOUS captured content at the show to create 22 Instagram stories and 6 reels and grid posts. Combined with content posted by influencers, this led to 43 new followers, 112 post engagements, and over 2000 story views.

Five TikTok videos were created and posted which drove 130 new followers, 237 engagements and over 12,000 views.

Impact

The impact of the campaign activation can be measured as:

175 installers signed up to InstallerPRO
Developed relationships with journalists and influencers which would extend beyond the show, with future projects and opportunities agreed on the stand
Activated brand campaign, F2F with an audience of over 30,000 industry professionals

Last updated :13th July 2026

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