The Campaign with Pull

Challenge

Help a newly launched decorative hardware company serving the wholesale and OEM furniture markets initiate a pull-through strategy to drive increased consumer interest at the retail level.

Solution

The “Crafted For Your Life” campaign addressed key purchasing motivators revealed by focus group testing. The integrated campaign was launched at a key industry tradeshow and supported by consumer and trade ad campaigns sharing the same lifestyle photography, a PR campaign targeting trade and consumer audiences, postcard mailings, consumer collateral, and a consumer-friendly redesign of the Hickory Hardware website.

Results

Campaign increased brand recognition among retail consumers
In just five months, the campaign generated media coverage with an equivalent ad value of $2.7 million
Established brand’s market positioning as design and quality leader
Helped Hickory Hardware win category leadership at major big box home improvement chain