Challenge:
Raise awareness of Lucite® and LuciteLux® as the original acrylic material for the design community … and more than a generic term for clear plastic.
Fresh Perspective:
- Tap into the nearly 80-year heritage of Lucite® and the passion the design community feels for its creative potential
- Engage directly with the design community
- Celebrate the designers whose creations reflect the limitless possibilities of LuciteLux®
Authentic Approach
COMMUNICATE DIRECTLY THROUGH E-NEWS
- Established a regular schedule of e-newsletters to send to database
- Supplemented database with tradeshow leads
- Tested multiple messages and offers
BECOME PART OF THE SOCIAL MEDIA DIALOGUE
- Stepped up two-way engagement on Facebook with organic and paid content
- Launched a Pinterest page and hosted designer product giveaways
HOST A DESIGN COMPETITION + CELEBRATE THE WINNER
- Announced the LuciteLux® JUST IMAGINE Awards
- Leveraged competition as a news story for traditional media and online influencers
- Celebrated the winner with a mini-documentary, national advertising initiative and premiere party
Meaningful Impact
- Maintained above industry average e-newsletter open rates, ranging from 22% to 28%
- Tripled the brand’s following on Pinterest in the first full year of the campaign; pins received an average of 3.6 repins from followers
- Grew the Facebook following by 80% and dramatically improved post engagement, going from a handful of likes and comments to as many as 200+
- Connected with several high-profile designers through the JUST IMAGINE Awards and showcased their creations through shareable, branded content
- Developed dozens of live sales inquiries for the sales team
