Sunbrella: Perspective

  • Services:

    Integrated, Digital, Video

  • Client:

    Sunbrella

Sunbrella: Perspective


Integrated, Digital, Video
  • Full Version

The industry-leading performance fabric for outdoor applications, Sunbrella needed to help designers rethink their perception on Sunbrella and choose it as a premier fabric, ideal for high-end interior designs. Sunbrella turned to us to help tell the story and build credibility with designers by reaching key influencers in new and innovative ways.

Project Overview

What We Did

Our team partnered with Alex Gaston, a New York designer, and Lonny, an online home décor magazine, to create Perspective Atlanta, a web-based, video home makeover series focusing on Sunbrella as an essential part of upscale interior design.

From planning and shopping to fabrication and installation, our in-house team of videographers documented each step in the process, showing how designers and homeowners could pull a space design together using Sunbrella upholstery fabrics. Featuring furniture from a variety of Sunbrella partners and decorative accessories and art from online sources and stores across Atlanta, the project educated consumers on furniture selection, fabrics and how to work with an interior designer to have access to trade sources.

Results

Our collective efforts have increased awareness, engagement, leads and, most important, sales. Perspective attracted hundreds of thousands of new visitors to the Sunbrella website with a 25 percent increase in traffic. Peak season visits and daily spikes increased by more than 50 percent. The series also encouraged visitors to dig deeper into the site, resulting in a 36 percent increase in the average number of page views per day. Since the launch of Perspective Atlanta, the series has evolved in size and scope to include new locations, style challenges and designer events that bring high-end design spaces to life.

  • 25%

    Increase in website traffic

  • 50%

    Increase in peak season visits

  • 36%

    Increase in page views per day

Digital Experience

Our team created a dedicated responsive website platform that includes episodes, blog posts, before-and-after photos, Q&As with designers, how-to videos and social media feeds.

Online Video

The web series was available on the Sunbrella website and in Lonny magazine and featured a total of eight episodes as well as several additional tip videos that highlighted design concepts and showed viewers how to select, buy and stage furnishings.

Print Advertising

Local and national consumer advertising supported the program with ads and advertorials running in Lonny, Domino, Coastal Living, House Beautiful, Elle Décor and Architectural Digest. To reach Sunbrella’s trade audience, we made placements in furniture and interior design industry publications.

Online Advertising

A digital advertising buy connected our audiences across shelter and lifestyle websites, social media and content delivery networks. An extensive search marketing program reached both audiences and drove traffic to the Perspective website.

Content Marketing

Episodes and pull-out videos were developed based on extensive research into interior design search terms to ensure relevance. Design stories were told through full-length episodes as well as shorter videos. An extensive social media program supported the video series with Facebook, Twitter and Instagram feeds and individual project hashtags.

Brand Experience

Our team coordinated viewing parties and series launch events along with news releases and media alerts regarding the progress of the makeovers. Interview access, photography and video assets were provided to the media on a regular basis. As Perspective evolved, our team also created events in New York and Los Angeles that raised awareness of Sunbrella and brought the concept to new audiences.