Empowering the Pros: Building Moen’s Pro Market Presence

The Ask

Moen sought to establish a strong presence in the professional (Pro) market through retail channels with a focus at The Home Depot and Lowe’s. This initiative aimed to position Moen as the preferred plumbing brand among installation professionals. The campaign objectives focused on increasing total unaided brand awareness, growing Pro loyalty across all install types and strengthening loyalty among younger Pros. These goals guided every element of the strategy and creative development.

To meet this challenge, Porchlight developed a comprehensive strategy and creative campaign titled Built for Pros, by Pros. that recognized and celebrated the dedication of professional installers. The campaign positioned Moen as the brand that supports Pros who work tirelessly to deliver for their customers, highlighting Moen’s quality, ease of installation and commitment to their success.

The Work

Porchlight began by building the foundation for Moen’s Pro marketing through a comprehensive Pro strategy. This included crafting a Pro Brand Toolkit as an extension of Moen’s master brand guidelines to define voice, tone, messaging and visual identity for Pro communications; this then developed into a fully scoped campaign. Key initiatives included:

• Discovery and Competitive Research – Conducted a deep-dive analysis into the Pro market, investing significant time in understanding audience behaviors, needs and motivations, which shaped the overall campaign strategy and creative direction
• Brand Identity and Key Messaging – Developed key messaging pillars, a manifesto and tone-of-voice guidelines that positioned Moen as a trusted partner to professionals
• Pro Logo Exploration – Created Pro-specific logo mock-ups to visually distinguish this segment while maintaining consistency with Moen’s brand equity
• Pro Toolkit Development – Designed a comprehensive toolkit for Moen’s internal teams to ensure consistency in communicating to Pro audiences
• Integrated Media Campaign – Concepted and executed a fully scoped campaign titled Built for Pros, by Pros. spanning audio, digital, social, print and in-store channels; deliverables included:
  • • A dedicated campaign landing page: https://moenforpros.com
    • 20 audio ads emphasizing Moen’s quality, ease of installation and dedicated support pillars
    • Display and social ads tailored for multiple platforms
    • Custom analytics dashboards to monitor performance across channels and bimonthly reporting calls with the team
• Print Materials – Developed two trifold brochures and multiple product sales sheets for The Home Depot and Lowe’s Pro channels

The Results

The Moen Pro Campaign launched in early 2025, successfully driving brand awareness, engagement and digital performance among professional installers. Key highlights included: