Monday, July 22, 2019

Award Spotlight: “Trex Decks Out the World”


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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