Influencing Audience Mindsets Through An Earned Media Campaign
Results
- 65 Editorial meetings were coordinated with top influencers, including HGTV/DIY Network, HGTV Magazine, Kitchen & Bath Design News, Hearst Design Group, Meredith Corporation, Qualified Remodeler and more
- 20+ Editorial mentions/stories by leading media outlets, such as The Wall Street Journal, Better Homes & Gardens and Kitchen & Bath Design News
- Product placement on HGTV’s “Property Brothers,” DIY Network’s “Kitchen Crashers,” influential DIY blogs, regional home improvement TV shows and more
- Content provider for consumer and trade magazines, such as Kitchen + Bath Ideas, House Beautiful, Kitchen & Bath Business and Builder
Challenge
After years of reduced public relations activity, KraftMaid Cabinetry needed to reconnect with its audience of dealers, designers and homeowners while stretching its budgeted dollars.
Insight
hfa recognized the opportunity to build awareness and position the brand as a thought leader in the minds of dealers, designers and homeowners by obtaining placements in relevant media outlets.
Solution
hfa developed a compelling earned media campaign centered on trade outlets as well as popular DIY television shows and magazines.
We helped KraftMaid return to the Kitchen & Bath Industry Show (KBIS) after a two-year absence by creating a press kit, aggressively pitching the top trade and consumer media representatives in attendance, connecting with strong media influencers, booking a widely known KraftMaid designer on a leading home improvement radio broadcast and submitting new products for awards.
hfa also worked with prime-time television shows, relevant bloggers and high-profile magazines to secure product and content placement designed to solidify KraftMaid’s position as an industry leader.