Challenge

VELUX, the world’s leading skylight manufacturer, faced a major challenge: Skylights were rarely considered by homeowners during remodels, making it difficult to generate interest and grow the category. The company needed to inspire consumers while guiding them through each step beyond initial engagement to drive lasting interest and action. Recognizing these challenges, they turned to us to craft a human-centered campaign that would spark action and position skylights as an essential part of home renovation projects.

Solution

Our solution for VELUX involved crafting a detailed consumer persona and journey to understand the target segment more deeply. We engaged prospects early in the consideration phase by changing how entire spaces, particularly ceilings, were perceived. By positioning the ceiling as the “fifth wall,” an often overlooked design space, we elevated the current decorative wall trend and directed it toward this untapped area. Using a multichannel approach, we shared this message through paid, earned, owned and shared media to increase familiarity and interest. Collaborating with credible publishers such as HGTV and design influencers, including Sabrina Soto, we showcased the transformative power of adding natural light to homes. Through a combination of visual platforms — print, broadcast and social media — paired with inspiring, educational content, we guided consumers to reimagine their rooms in new and exciting ways.

Results

In the first year of the VELUX campaign, the results exceeded expectations. The initiative generated over 224 million advertising impressions and 3.7 million paid media engagements while earning more than 900 million impressions through earned media. The installer microsites attracted over 260,000 visits, and WhySkylights.com saw more than 400,000 sessions, leading to 300,000 qualified leads and 213,000 social media engagements. A Kantar effectiveness study conducted during the HGTV Dream Home wave revealed significant gains in brand metrics, with aided brand awareness increasing by 18%, total ad recall rising by 14%, online ad recall by 7%, TV ad recall by 9%, message association by 9% and brand favorability by an impressive 21%.