Giving Millennials a reason to fire up with a legacy brand.
Duraflame Brand Strategy, Content Strategy & Marketing Campaign
Duraflame has long maintained strong brand loyalty. Their customer base, however was getting older. And shrinking. They had yet to effectively engage with a younger audience. Our opportunity was to connect with “nesting millennials”– 25-34 year olds who are settling into adulthood.
Fire as a reward for the hard work of Adulting.
The term “nesting” millennials originated, simply, because this group is settling down. They’re spending less time at the bars and more time decorating, buying furniture, even cleaning. They’re starting to exhibit more adult-like behavior. So we capitalized on a very popular social hashtag- #adulting. We positioned a duraflame® fire as a reward for their adulting accomplishments.
Driving loyalty through video engagement.
Our goal with this effort was to engage this new audience and develop them into loyal customers. We drove engagement to a landing page through video, where we achieved a 14% email opt-in rate (the average email opt-in rate is 1.95% )
Total Video Views
Cost per Engagement
Email Opt-In Rate
A personal touch.
We continually monitored posts tagged with #adulting and rewarded some lucky nesting millennials with a gift pack including Duraflame logs.
“Each of us is born with a box of matches inside us but we can’t strike them all by ourselves.”