“Having seasonal campaigns that changed out every few months gave customers a new reason to keep coming back to the brand. It kept things fresh.”
—Brent Niemuth, President / CCO
Grandin Road
CELEBRATE EVERY SEASON
How can we take a brand that sells home furnishings and give them a reason to be considered?
First, we created a new brand positioning and tagline “Celebrate Every Season” which gave the brand a reason for being and became their rallying cry. We used powerful images and emotive copy to connect with the audience, inviting them to imagine a delightful scenario, evocative of the season. Finally, we created conceptual design to show how the fall campaign would play out across every touchpoint, ensuring the message is consistently strong, regardless of channel. We then repeated this process for each season throughout the year.
Project: Fall Campaign
Crisper Air. Pumpkin-lined porches. Leaves for days. This season knows how to make an entrance, and so do we…with everything from simple, cozy updates to full-on festive décor.
Fall is calling. Answer with Grandin Road.
Crisper Air. Pumpkin-lined porches. Leaves for days. This season knows how to make an entrance, and so do we…with everything from simple, cozy updates to full-on festive décor.
Fall is calling. Answer with Grandin Road.
Copywriting | Photo Art Direction | Mock-ups: Email, Social Media, Catalog, Postcard
Landing Page - Alone
Email
Catalog Cover
Catalog Spread - Fall + Pillows
Fall is Calling Postcard Front
Postcard Back
Social Media
Mood Board
Results
Overall sales increased dramatically and new product launches (now introduced in a bigger way with the seasonal campaigns) saw a lift from previous years. Website traffic also increased each time the campaigns appeared.
Fall leaves photo by Cecile Vedemil on Unsplash