After a major acquisition, YellaWood's footprint went from 33 Southern and Midwestern markets to 100 markets spanning 27 states. To quote YellaWood CMO James Riley, "We had to rethink everything. Nearly two-thirds of our geography was new to us. We had new retail partners, new competitors, and new markets full of homeowners who had never heard of our brand." Our purpose was to expand brand engagement with consumers and the channel as dramatically as the footprint had expanded.
Home is where people want to be, and they're heading out to their backyards, decks and porches to enjoy every square inch. They're finding that living a more relaxed and authentic life brings people some much-needed personal satisfaction and peace of mind. They want to enjoy life more, which includes socializing with family and friends outdoors.
The brand strategy and creative approach we took was a significant departure from what the client had done in the past. The campaign featured homeowners lounging and relaxing in their backyards, enjoying the fruits of their backyard projects. To complement the brand campaign, an activation initiative was developed to drive homeowners to YellaWood dealers and build YellaWood projects. A responsive website, featuring dozens of YellaWood project plans for backyard accessories from birdhouses to greenhouses, served as the hubs for the campaign. The activation campaign inspired homeowners to download plans, watch how-to-videos, engage with YellaWood social media and more.