As they say, teamwork makes the
dream work. At LCWA, we are big believers in the power of collaboration. This
year, that philosophy paid off in meaningful results for our client, Trex Company, and high-profile recognition
for our agency in the form of a 2019 Trumpet Award from the Publicity Club of
Chicago.
Collaboration was the key to
this award-winning campaign, which focused on elevating Trex as the world’s
leading brand of wood-alternative decking. As the company’s long-time agency of record, LCWA vetted and engaged agencies
in five key markets – Australia,
Austria, Germany, Switzerland and the UK – to create a global PR team, tapping talent from our Public
Relations Global Network (PRGN)
partners.
To ensure brand integrity and message consistency, LCWA served as the
central hub for the integrated agency team, reviewing and approving all
activities and content. PR assets, ideas and successes were shared across markets to both inspire and optimize
budget.
Together, our agency teams focused
on garnering Trex coverage in
influential industry and consumer media outlets in all of our key markets by
keeping the pipeline filled with Trex news, imagery and story ideas.
LCWA provided agency partners with press releases and pitches offering tips for
creating a dream outdoor space with Trex. These materials were then customized with
cultural nuances for each market.
We maximized Trex exposure at
key international industry events and partnered with high-profile home/building
influencers to showcase the ease of building a deck with Trex. We also
coordinated photo shoots in each market to capture authentic imagery for use
with media, across social channels and in Trex’s international marketing
materials.
For this program and client, media
coverage and impressions were the primary metrics for measuring success. The
combined efforts of our global PR team generated 385 media placements,
delivering more than 260 million impressions. Beyond impressions, the influencer projects allowed us to
cost-effectively gather market-specific
images and video assets, along with authentic
user-generated content. Additionally, all of the influencers continue to
be Trex brand
advocates and ambassadors, promoting their projects and the Trex brand in bonus content.
These results and the seamless
collaboration between agencies far surpassed client expectations and earned
continued work and increased budgets for all agency partners in 2019.
The "Trex Decks Out the World"
Campaign won a Silver Trumpet from the Publicity Club of Chicago in the category of International Campaigns.
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