Product Collaboration Launch
OVERVIEW
At Semihandmade, we saw a unique opportunity to expand our audience and enter a new market through a product collaboration with renowned designer Leanne Ford. As Creative Director, I led the creative strategy and execution for the product launch across multiple channels, ensuring alignment with the design vision and brand messaging. The aim was to drive product awareness, engage both Semihandmade’s and Leanne Ford’s audiences, and generate sales.
GOALS
The goal of this campaign was two-fold:
Highlight Leanne Ford’s New Door Line: To launch the product in a way that captured both the designer's aesthetic and Semihandmade’s unique offerings.
Drive Sales & Engagement: To attract and engage existing Semihandmade customers while leveraging Leanne Ford’s loyal fanbase.
We focused on building a campaign that would drive excitement around the product launch, using a mix of organic and paid content. Our primary aim was to increase sample purchases and, ultimately, product sales.
CREATIVE STRATEGY
I led the creative direction for the campaign, focusing on a white-on-white, modern aesthetic at the heart of Leanne’s designs. The visuals needed to be elevated yet accessible.
Key Components:
Photography & Video Assets: We created a range of lifestyle photography and video content, featuring the doors in various rooms that connected with the audience on an emotional level.
Content for Multi-Channel Use: We tailored assets for social media and paid ads, email campaigns and catalogs, PR spots (Domino, Real Simple, Apt. Therapy), and developed an enhanced online shopping experience to ensure a seamless, cohesive brand experience across every touchpoint.
RESULTS
Initial Impact: In the first two weeks of the campaign, sample purchases increased by 20%, signaling strong initial interest in the new door line.
Challenge & Pivot: Despite early success, we identified a key barrier: the higher price point of the cabinet box solution. In response, we quickly integrated Leanne’s doors into our more accessible Semihandmade + IKEA offering, resulting in a 6% increase in door sales.
Customer Acquisition Success: We partnered with Leanne and The Expert to launch a giveaway-style contest, offering free design consultations and a chance to win Leanne doors. This initiative brought in 2,500 new subscribers to our email list, expanding our reach and nurturing future customers.
