BOXT
Services
Social & Digial
Studio
Client
BOXT
Overview
Before our involvement, BOXT had strong awareness but weak brand understanding. Its sponsorship of major football clubs like Leeds United, Rangers and Middlesbrough felt like a corporate logo placement rather than a brand story and in a category where most people don’t even think about boilers until they break, the brand risked fading into the background.
The brief
Our task was to transform BOXT’s social presence from static sponsorships and cold comms into something truly engaging that people would choose to follow.
We needed to bring humanity and humour to a brand in a low-interest category, using football partnerships not as endpoints, but as openings for storytelling.
The solution
We flipped the script. Instead of seeing social as a noticeboard for brand updates, we treated it like a TV show with recurring formats, running gags, and a cast of relatable characters. The players became frontmen, helping explain what BOXT actually does through self-aware sketch content, quick-fire interviews, and TikTok-style explainers.
And just as importantly, we brought in BOXT engineers and HQ staff to play key roles in light-touch, informative content that made central heating surprisingly engaging. This wasn’t about gimmicks or virality. It was about consistency, rhythm and tone. Our videos didn’t just entertain, they embedded key brand messages through humour, relatability, and repetition. And the audience responded not just watching, but by tagging friends, and asking for more.
The content strategy transformed BOXT’s role in the category. Monthly reach more than tripled, average video views quadrupled, and View to Completion rates rose by 415%. But more importantly, sentiment shifted from 4% positive to over 80%. BOXT became a brand people recognised, liked and even laughed with.
The impact
