Sunbrella: Perspective

  • Services:

    Integrated, Digital, Video

  • Client:

    Sunbrella

Sunbrella: Perspective


Integrated, Digital, Video
  • Full Version

Finding new outlets and points of view to tell the story of Sunbrella.

Project Overview

What We Did

With a primary objective of convincing designers and consumers to bring Sunbrella indoors, we identified and recruited designer Alex Gaston, a member of a NYC-based AD 100 design firm. We partnered with him in the creation of Perspective Atlanta, a video-based, home makeover series focusing on Sunbrella as an essential part of upscale interior design.

From planning and shopping to fabrication and installation, our Content Marketing and Video Production teams documented each step in the process, showing how designers and homeowners could reimagine a loft using Sunbrella fabrics.

Our Media and Public Relations teams put the story into the world, first through a partnership with Lonny, an online home décor magazine, then amplified the narrative through native and print advertising, programmatic, social and search marketing strategies. Ultimately, the concept was brought to life through brand experiences that allowed designers to get an up close and personal look at the sophisticated Sunbrella fabrics — truly changing perspectives.

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% increase in traffic. Peak season visits and daily spikes increased by more than 50%. The series also encouraged visitors to dig deeper into the site, resulting in a 36% 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 Decor 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.