Ironclad Pan Company

Amplifying social media through the power of print

Ironclad Pan Company needed to drive brand awareness while ensuring every media dollar spent showed results.

With a captivating campaign across Stuff's print brands, they achieved this and more, selling out of stock 11 days prior to their Christmas shut off.

6.5X return on ad spend

478% increase in website traffic

Client

Ironclad Pan Company

Campaign Objective

Increase brand awareness and drive e-commerce conversion

region

Nationwide

Channels Used

Print- national and metropolitan newspaper

“The team at Stuff are super friendly and great to work with – we’re confident that their products will continue to deliver results for Ironclad for generations to come.”

Joe Carter (Co-founder, Ironclad Pan Company)

Challenge

The Ironclad Pan Company was founded in early 2020 by three food-loving friends whose aim was to create a sustainable product manufactured here in Aotearoa that would last for generations to come. They became the only makers of New Zealand made cast iron cookware.

Being a relatively new and small company, part of the challenge was ensuring every media dollar spent showed results. They needed to tackle the full customer journey – from increasing brand awareness, to communicating their distinctive brand, to delivering e-commerce conversion, all in a fragmented media landscape and a competitive category.

Solution

To amplify their social media campaigns, Ironclad partnered with Stuff on four print placements across two days in the Waikato Times, Sunday Star Times, The Dominion Post and The Press. Ironclad considered print to be a trusted channel that complemented their premium brand.

Results

Across the two days print placements were live, Ironclad saw a 478% increase in website traffic and nearly seven times the return on ad spend.

The brand awareness raised through Stuff’s print channels supported their Christmas sales and helped them sell out of stock 11 days before their planned Christmas shut off.

More Case Studies

Kind Face
CASE STUDY

Kind Face

StuffAds online SelfService platform – the right fit for the Kind Face brand

The Warehouse logo
CASE STUDY

The Warehouse

The Warehouse Group: Deeply connecting with wider NZ through Stuff's channels

Lockwood Homes
CASE STUDY

Lockwood Homes

Creating awareness in the highly competitive new-build market

Our Brands

Stuff Logo
Neighbourly logo
Play Stuff Logo
The Dominion Post
The Press
Waikato Times
NZ House & Garden
New Zealand Gardener
The TV Guide
Sunday Star Times
Sunday News
Marlborough Express
The Southland Times
Taranaki Daily Times
Manawatu Standard
The Timaru Herald
Nelson Mail
Ensemble
Stuff Ads
Pou Tiaki
Email Newsletters
Homed
Prosper
Your Weekend
Sunday Logo
Homed
Life
Travel
The Monitor
Money IQ
The Forever Project
Farming First
AgTrader
The Bay Chronicle
Cambridge Edition
Central Leader
East & Bays Courier
Eastern Courier
Fielding-Rangitikei Herald
Franklin County News
Hamilton Press
Hauraki Herald
Horowhenua mail
The Hutt News
Kapi-mana News
Kapiti Observer
Manukau Courier
Marlborough Midweek
Matamata Chronicle
The Nelson Leader
Nor-west News
North Harbour News
North Shore Times
North Taranaki Midweek
Northern News
Northern Outlook
Papakura Courier
Piako Post
Rodney Times
Saturday Express
South Waikato News
Taranaki Star
The Tasman Leader
Taupo Times
Upper Hutt Leader
Western Leader
Whangarei Leader
Stuff Events
NowNext
The Whole Truth