Cabinets To Go – HGTV Dream Home Endemic Campaign

Cabinets To Go —
HGTV Dream Home Endemic Campaign

Dream Home Getaway

Endemic marketing is all about advertising in affinity areas where content is aligned with your category. It’s having a presence where your most passionate customers like to watch or hang out. In many cases, you may pay a premium, but it is far and away worth every cent when fully utilized. Networks like The Outdoor Channel, HGTV, or Animal Planet offer brands the opportunity to be in front of their most passionate consumers. The Zest Lab believes your investment in a media buy should go above and beyond placement and should include elements of integration.

For Cabinets To Go, the HGTV Dream Home makes perfect sense. We launched a storm of content centered around our partnership with this well-known series to excite customers and move them in the direction of their own dream kitchen.

Objectives

Make the most of the advertising relationship with a robust content campaign centered around the HGTV Dream Home sponsorship.

Release content which created a deep aspirational connection between HGTV, Cabinets To Go, and the customer.

Nurture the buzz generated around the partnership to generate leads and guide customers to their own dream kitchen.

Services

Creative + Production
Social Media, Influencers + Public Relations
Digital + Web
Experiential Marketing
Media Planning
Signage

Endemic Sponsorship

When it comes to endemic sponsorships, we make the client’s investment work harder, adding elements that magnify their involvement. In addition to assets like banner ads which were included with the media buy, The Zest Lab integrated The Dream Home into every customer touchpoint, building brand equity and customer connection.

Influencer Event

The Dream Home Getaway was a VIP influencer activation hosted at the HGTV Dream Home. Not only was this a fun soiree for bloggers, it was partnered with an omni-channel campaign and lead-generation sweepstakes.

Lead Generation Sweepstakes

The Dream Home Getaway Sweepstakes was a lead-generation campaign in which one person and a guest could win a trip to see the Dream Home, an invite to the VIP dinner with all of their favorite influencers, and a Cabinets To Go gift card to turn their own home into a getaway.

Lead Nurture Email Campaign

To help with conversion, the leads collected from the HGTV Dream Home and the Getaway Sweepstakes required proper nurturing to move them down the sales funnel.