Friday, December 15, 2017

Modern Makeover: An Old Favorite Repositioned as Hip & Happening

Great Decor in a Flash -- Without a Lot of Cash repositioned STYROFOAM Brand Foam as a hip, home decor medium.

Currier Communications developed a second Great Decor booklet, following the successful first edition.

Great Decor in a Flash, Encore Edition, showcased more fast and easy DIY decor.

STYROFOAM™ brand foam, a 60-year old crafting staple, needed a makeover to transform it into a hip, home décor medium. The target audience was women ages 21 – 39 who did not consider themselves “crafters.” Currier Communications launched the campaign Great Décor in a Flash – Without a Lot of Cash, introducing fresh home décor designs that are fast, easy, inexpensive, and made with STYROFOAM brand foam. Elements included:

  • 16-page inspirational booklet, Great Décor in a Flash – Without a Lot of Cash, inserted in home décor and craft magazines.
  • Consumer and trade advertising.
  • www.styrofoamstyle.com landing page and content.
  • Home décor press kit and dimensional mailer encouraging hands-on trial by key media and influential bloggers.
  • Trade show media relations, including press kits and meetings with 24 editors.
  • Newspaper MAT release.
  • Coordination with distributor to plan meetings with leading retailers to solicit their support of and participation in home décor in-store promotions.

Results:

  • Sales of foam shapes specified in the home décor booklet increased between 36% and 68% in leading craft retail chains.
  • The four major craft chains implemented in-store home decor promotions, including end caps, signage, Great Décor booklets, project sheets and demonstrations. Great Décor projects were added to retail web sites.
  • More than 1.5 million booklets distributed via magazines and in-store promotions.
  • Magazine clips reached an estimated 40 million consumers with a media value of just under $1 million. The biggest coup: a three-page feature in Ty Pennington at Home, with an ad value that recouped the budget for the entire program.
  • The MAT release appeared in 170+ newspapers, reaching an estimated 10 million consumers.
  • Popularity of program continued with two more Great Décor in a Flash – Without a Lot of Cash booklets.