“Make It Easy” served as the thematic foundation for our award-winning
program, which focused on elevating Trex as the undisputed leader in the
composite decking category and positioning Trex.com as a destination for expert
help.
- Issued an outdoor living forecast predicting trends from the experts at Trex with links to key resources on Trex.com
- Developed and placed bylined articles on behalf of Trex experts in priority trade journals
- Maintained a consistent presence in influential consumer and trade media outlets
- Maximized Trex’s presence and demonstrated new online tools at trade shows
To position Trex/Trex.com as a
destination for expert help and resources, we:
- Enlisted deck building experts and HGTV personalities Paul Lafrance and Kate Campbell to serve as campaign spokespeople (a.k.a. “Trexperts”)
- Partnered with Houzz to conduct a trends presentation featuring the Trexperts during the International Builders Show (IBS)
- Promoted Trex resources in a series of “how-to”-focused pitches and press releases, a Trex-exclusive satellite media tour (SMT), and social content – all strategically linked to purchase indicators on Trex.com
- Engaged influential home/shelter/design media with the online tools during interactive meetings with editorial decision makers from top print and digital titles based in NYC
- Coordinated deck builds with influencers requiring use and promotion of the new online tools
- Planned and executed seasonal social sweepstakes that drove entrants to online resources

Socially, Trex maintained
the largest and most
engaged brand community in the industry across channels managed by LCWA.
The brand dominated social engagement among its key competitors in 9 out
of 12 months and retained its position as the industry leader in fans and
share of voice. Most notably, social efforts drove more than 43,000
clicks to Trex.com.
The "Trex Makes it Easy" Campaign won a Gold Trumpet from the Publicity Club of Chicago in the category of Marketing - Consumer.
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