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Hunter Douglas' Integrated Content Marketing • Case Study

 

HOME – B2C EXTERNAL COMMUNICATION – FOR YOUR LIFE

 

THE COMPANY

Since 1946, Hunter Douglas has led the industry in creating the highest quality, innovative window coverings for homeowners.

THE CHALLENGE

To raise awareness of the latest design trends and functionality elements available for window coverings while communicating the impact Hunter Douglas blinds have on consumer’s day-to-day lives (ie. Energy efficiency, UV protection, room darkening for a better night sleep).

THE STRATEGY

Hunter Douglas partnered with Fifth Story to develop a national integrated content marketing campaign that leveraged paid, earned, owned and shared media across multiple platforms.

The campaign included a video segment in the spring 2015 episode of For Your Life – Fifth Story’s television show featuring lifestyle stories – airing on television stations such as HGTV and Showcase.

Hunter Douglas’ For Your Life segment was then edited to create two online videos – one in English and one in French – that were distributed to Fifth Story’s national network of online editors and bloggers. The English online video was also promoted through digital content drivers directing traffic from premium websites to the video on YouTube and Facebook.

THE RESULTS

This was Hunter Douglas’ first time participating in Fifth Story’s For Your Life program.

The spring 2015 campaign successfully raised awareness of Hunter Douglas window coverings through a combination of television, online, radio and social exposure.

The spring 2015 campaign achieved over 42.3 million impressions across paid, earned, owned and shared channels. The online video gained earned media impressions from national, local and specialized websites and blogs across Canada, including Yahoo and MSN, plus native branded content on the Vancouver Sun. National, local and specialized Radio stations, newspapers and magazines picked up the accompanying written and audio content. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement. To date, Hunter Douglas’ online video has received over 3,000 YouTube & Facebook Video views.

 “We came to Fifth Story to help us increase Hunter Douglas’ brand awareness. Fifth Story guided us through the process to help us form a creative vision for our TV segment, online videos, radio segment and articles. The quality of the content clearly communicating the benefits of Hunter Douglas products.”

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