Sunbrella: Right at Home

  • Services:

    Integrated

  • Client:

    Sunbrella

Sunbrella: Right at Home


Integrated
  • Full Version

A tightly integrated Sunbrella Home campaign reached trade and consumer audiences by highlighting the ways Sunbrella transforms both indoor and outdoor spaces with beautiful style and unmatched performance.

Project Overview

What We Did

For nearly 40 years, Sunbrella, the world’s leading performance fabric, has trusted Wray Ward to share their message of durability and beauty. With the Sunbrella Home campaign, our team targeted affluent homeowners, interior designers, architects, builders and retailers to bring Sunbrella style and performance to life across a range of platforms, media and brand experiences.

Results

In 2016, our total media campaign garnered 158M impressions across consumer, commercial, contract and marine campaigns. Our consumer campaign reached 71 percent of our target audience across print, with an average target receiving the message nearly 11 times, a 10 percent increase over 2015.

  • 158M

    Impressions

  • 10%

    Increase year over year

Video

Inspirational videos showcase the beauty and durability of Sunbrella fabric and demonstrate how viewers can use Sunbrella to completely transform their homes and outdoor spaces with high-end style that stands up to everyday life.

Print Advertising

Stunning visuals showcase the fabric’s versatility in print, and consumers are taken to related inspirational landing pages that expand on each ad’s imagery and further engage visitors.

Online Advertising

Connecting with online consumers, we crafted a digital ad buy that reached our audience across shelter and lifestyle websites with highly visual and interactive rich-media units.

Digital Design

We continued the strategy of inspiring and informing our audience by leveraging beautiful photography and guiding users to custom landing pages that showcase individual products and educate them about Sunbrella fabrics for the home.

Content Marketing

Vital elements of our program included a consumer blog, digital newsletter and printed brochure that covers multiple market segments. The regular creation of videos related to interior design, new product collections, design and fabric how-to information ensures that our online properties are consistently updated with new, relevant and engaging content.

Brand Experiences

A long-standing public relations program includes regular news releases and media outreach as well as editorial roundtables and product sampling to trade and consumer media. Special projects including show homes and design events let consumers touch and feel Sunbrella fabrics in a variety of settings.