hfa Insights, News & Awards


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Total Coverage: Maximizing Exposure For A Wood Care Brand


  • 5,500+ Editorial pickups from 2012 through 2014
  • $1.3+ Million worth in earned media value over the same time period
  • 70+ Influencers trying and reviewing the product to an audience of 468,000 consumers


FLOOD® Wood Care, which offers a variety of products to clean, strip and stain exterior wood, needed to gain consumers' attention without the benefit of a large advertising spend.


Research showed that DIYers tend to dread exterior wood maintenance, partly because they perceive these projects as intimidating. Most competitive brands offered little guidance, leaving untapped opportunities to engage these consumers.


hfa helped the Flood brand develop a comprehensive marketing plan, including the creation of educational content that was compelling and versatile enough to be used across paid, owned and earned media. The agency crafted information into multiple engaging formats – from articles and "listicles" to infographics and video tips – and then ensured that this content reached the right consumers in multiple ways. Distribution included emails, social media channels and media outreach to various publications. The agency also coordinated for dozens of influencers to try and review the product, demonstrating how truly easy the process can be when using Flood products.