{"id":8571,"date":"2024-10-13T09:11:32","date_gmt":"2024-10-13T09:11:32","guid":{"rendered":"https:\/\/www.blauw.com\/case\/stoov\/"},"modified":"2026-10-29T15:45:27","modified_gmt":"2026-10-29T15:45:27","slug":"stoov","status":"publish","type":"case","link":"https:\/\/www.blauw.com\/en\/case\/stoov\/","title":{"rendered":"Stoov"},"content":{"rendered":"\t\t
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Homepage<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Stoov<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Brand Research for Stoov: European Growth via 'The Regular Guy'.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Case Information<\/h2>\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tClient<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tStoov<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tType<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tBrand & Campaign<\/span><\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tSector<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tDate<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tIs your brand keeping pace with your ambitions? Here\u2019s what Stoov can teach you. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
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Stoov, a fast-growing infrared heating cushion provider, sharpened its brand positioning for further European market growth through targeted brand research. By focusing on specific Category Entry Points and archetypes, Stoov effectively steers its marketing message and strengthens its market position. This case illustrates how a scale-up leverages insights to build a scalable brand strategy. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The Question<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How is Stoov building strong brand growth in Europe?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Stoov, a rapidly expanding scale-up specialising in infrared heating cushions, aims for continued brand growth and awareness across the Netherlands, Germany, and wider Europe. To maintain and extend its leading position, Stoov sought to refine and deepen its brand strategy. A comprehensive brand research e-commerce project was essential to determine the best positioning for the brand in these diverse markets. But how do you approach such an international study as a scale-up with a relatively small team? <\/p>

A robust e-commerce brand study was needed to ascertain how the brand could best position itself in these diverse markets. But how do you approach such international research as a scale-up with a relatively small team? <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How Stoov Remains Distinctive in a Growing Market.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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As a fast-growing e-commerce scale-up, Stoov sells infrared heating cushions, making it crucial to strengthen its brand image and awareness. Previous marketing campaigns, such as a successful TV billboard, demonstrated that a clear message boosts sales. However, to maintain its pioneering role and grow further in the Netherlands and Germany, Ilse van Loon (Head of Brand & Communications) realised a distinctive ‘hook’ was necessary for their marketing message. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Category Entry Points and archetypes define brand strategy.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Blauw experts Wilco and Simone initiated the brand research e-commerce with exploratory community research, allowing Stoov to monitor live via a dashboard. This provided insights into consumer motivations and barriers, and identified which Category Entry Points (CEPs) were essential for their strategy. Additionally, an archetype module explored how German consumers perceive the Stoov brand, directly guiding the marketing message. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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<span data-metadata="\"><\/span><span data-buffer="\"><\/span>The result<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A Clear Brand Strategy for Rapid International Growth.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Stoov’s brand strategy has been significantly refined, focusing on specific Category Entry Points and a fitting archetype. The insights were immediately actionable, providing concrete guidance. For instance, unexpected concerns about product safety were promptly addressed on the webshop, demonstrating the organisation’s agile response based on data. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Consequence of the Result<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How the insight led to action.<\/h2>\t\t\t\t<\/div>\n\t\t
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Message Refined Around Enjoyment and Lounging.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The communication aligns with the consumer’s experience and strengthens the association with comfort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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New Campaign for the Netherlands and Germany.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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A newly developed international campaign for 2023, based on the refined brand strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Safety Concerns Addressed in the Webshop.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Stoov addresses potential objections proactively, building trust with hesitant buyers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Tools for International Growth.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Stoov now knows how to tailor its marketing message to the local market context.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Related cases.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tView all case studies<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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