BuitenHof Tuinmeubelen underwent a rebranding to Life Outdoor Living and immediately wanted to capture a higher market position. Together with media agency STROOM, DPG media and vtwonen, we created inspiring content and a strong cross-media campaign. This approach resulted in striking results and a significant strengthening of their market position. Discover how this collaboration made Life Outdoor Living the authority in outdoor furniture.
The challenge
This is how Life Outdoor Living becomes the new authority
BuitenHof Garden Furniture was on the eve of their rebranding to Life Outdoor Living. The name change was not the only goal they had in mind. With the advent of Life Outdoor Living, they wanted to directly position themselves in a higher segment within the industry. To achieve this through an effective campaign we enlisted the help of DPG Media and vtwonen on behalf of BuitenHof Tuinmeubelen with a concrete assignment: Position Life Outdoor Living as the authority on outdoor furniture and trends.
We are happy with the vtwonen photo shoot: the photos clearly convey our brand message, show our collection, and offer inspiration for various (garden) styles. With this, our branded content connects well with the target audience.
Life Outdoor Living
The solution
Image and brands in harmony
The desire to collaborate with vtwonen was immediately expressed by Life Outdoor Living. To connect seamlessly with the authority of vtwonen, creating appropriate imagery was a requirement. By setting up a photo shoot with Life Outdoor Living, in the style of vtwonen, the brands were drawn to each other for an optimal look and feel of the campaign.
The customer journey of a potential buyer of garden furniture was the leitmotiv in the construction, timing and interpretation of the campaign. From gaining inspiration, to the orientation process, followed by the styling of the furniture and finally the maintenance of the material. We saw this journey reflected in the cross-media campaign.
The imagery from the photo shoot was used throughout the campaign. Both in the online campaign, where a series of four online articles were used and driven via social media, and in the print advertorials in vtwonen magazine.
Life Outdoor Living's media strategy created a stronger brand positioning, increased visibility with the target audience and an increase in brand awareness. Using inspirational content and collaboration with vtwonen, we created a cross-media impactful campaign with Life Outdoor Living This strengthened its market position and improved customer interaction.
Matthijs Kloezeman, Client Service Director STROOM
The result
Excelling together
In the results of the campaign, you can immediately see that combining a number of success ingredients paid off: garden content, creating your own imagery and uniting two strong brands, Life Outdoor Living and vtwonen. Thanks in part to the photo shoot, Life Outdoor Living's content connected seamlessly with vtwonen's style. The inspiring images from the shoot and the fresh copy ensured a high interaction with the target audience.
- Three of the four online articles scored well above benchmark on article views (index 125)
- The CTR of the online articles scored well above expectations with an average of 12.16% (benchmark: 0.5% - 1.5%).
Quiz with win action brings insight into consumer wishes
Visitors also liked the quiz, which included a great prize draw. With no less than 726 unique participants (from 20,000 landings on the page) the quiz turned out to be a creative solution with high interaction. The results from the quiz gave Life Outdoor Living great insights into consumer needs and preferences. For example, the results showed that 66.1% of participants preferred a Mediterranean garden, 28.1% a Scandinavian one, 4% an industrial one and 1.8% a modern one.
Credits:
- Stefan Hendrikx, Communications Consultant STROOM
- Matthijs Kloezeman, Client Service Director STROOM
- Michelle Hendriks, Marketing Manager Life Outdoor Living
- Charlize Meijer, Marketing Coordinator Life Outdoor Living
- Martin van Epen, Sr. Account manager agency DPG Media
- Geerd van der Kruijs, Client Account Manager DPG Media
- Wesley Tijbosch, Digital Specialist DPG Media
- Simone Braaksma, Project Management DPG Media
- Eline van der Stok, title specialist vtwonen DPG Media
Appeared previously on: DPG media group.