21-05-2025
GROHE campaign highlights ‘felt but unseen' tech that meets daily needs
German manufacturer GROHE has revealed details about its Heart of Your Bathroom campaign, through which the brand aims to increase top-of-mind awareness, promote product trust and reliability, and position GROHE as the standard in German-engineered performance, quality and sustainability.
The campaign was launched across multiple touchpoints, including digital, social media, influencer collaborations, showroom activations, in-store point of sale (POS) and print advertising. Markets also leveraged above-the-line (ATL) and below-the-line (BTL) assets depending on geography and audience.
In conversation with Campaign Middle East, Gita Ghaemmaghami, Leader – Communications and PR, LIXIL IMEA, said, 'The goal of GROHE's Heart of Your Bathroom campaign is to reinforce the brand's core leadership in bathroom innovation by highlighting its 'felt but unseen' technologies. The 'Heart of Your Bathroom' (HOYB) campaign reflects GROHE's long-term brand positioning, not just a campaign, but a reaffirmation of GROHE's commitment to innovation built around real customer needs.'
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She added, 'The mix of digital, in-store, and influencer engagement channels were selected to reflect the layered nature of the campaign targeting both professionals such as architects, designers and retailers, as well as end consumers.'
The campaign is active across key IMEA markets including the UAE, KSA, Egypt, Türkiye, India, and South Africa, with market-specific adaptations for tone and visual application.
As a long-term brand campaign, Heart of Your Bathroom, which was launched in early 2025, will extend across FY25 and beyond as part of GROHE's ongoing strategic positioning.
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Select influencer collaborations were activated in relevant markets.
'These partnerships boosted organic reach and drove engagement around the everyday utility and performance,' Ghaemmaghami confirmed.
Overall, the success of the GROHE Heart of Your Bathroom campaign is being measured through a mix of brand key performance indicators (KPIs) such as top-of-mind awareness, brand recall, engagement, product consideration lift, showroom and point of sale (POS) footfall, as well as influencer performance metrics and media coverage sentiment across IMEA markets.
