Knape & Vogt DIY product launch

Challenge

In 2018, Knape & Vogt launched a home organization product line called Simply Put and private labeled for Lowe’s Home Improvement. They needed a content strategy platform to launch the product.

Solution

To align and better target messaging, ddm created audience profiles for the Simply Put demographic of simple DIYers such as millennials and new homeowners.

Using custom assets developed from in-studio and on-location lifestyle photoshoots for the Simply Put product, ddm also provided a six-month content and messaging calendar for online distribution channels such as Facebook and Instagram, with supporting digital advertising schedules on each.

Result

The first month of the campaign increased site traffic by 9,000 new users. The content and SEO strategy lead to month-over-month increases in organic traffic. Coordination between content strategy and paid media led to increasing month-over-month revenue, both in Lowe’s stores and online.

This project leveraged ddm team members’ skills in content and social media marketing. Coordination with our paid media team amplified messaging and created coordinated communications across paid and owned channels.

Services used:

Marketing + Communications Strategy
Content + Communications
Branding + Design
Media Planning + Buying

Knape & Vogt is a global leader that specializes in the design, manufacture, and distribution of functional hardware, office, and healthcare ergonomics and storage-related components for original equipment manufacturers, specialty distributors, hardware chains, and major home centers.

Social promotion templates

Asset development photoshoot

Installation photoshoot

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