- Establishing a media presence in a crowded market
- Driving sales to new e-commerce platform
- Expanding consumer awareness from just paints to house and gardens collections
Garden and homewares brand Grand Illusions was well known for its chalk paints but consumer awareness of its full range of products was limited. When it took the strategic decision to relaunch its e-commerce platform, Storm was tasked with gaining traction in the media to drive consumer visits and purchases.
The trusted home print media was crucial to build GI’s credibility alongside other mainstream housewares brands and online lifestyle sites. Releases on its seasonal collections were sent to all media six months in advance, and short-lead trend-based e-shots were used to show how GI was leading the way in colour and interior themes.
A robust influencer programme complemented the traditional media, with key home and interior commentators becoming brand champions. ‘How to’ videos, sneak peeks of new seasonal collections and social media takeovers were all utilised, along with interactive paint workshop events.
