Product Reinvention/Brand Strategy
Eldorado Stone: Gemstone Walls
Product Reinvention: Reinvent the use of architectural stone veneer through a series of branded interior wall applications. Create a new product category called Gemstone Walls by repositioning current stone profiles into predesigned unique applications.
Strategy:
Launch a national advertising campaign through multiple communication platforms, including print, online, PR, social media & trade show events.
Results: 47% increase in total company leads in year one. 20% of all visitors to the Gemstone microsite took action and downloaded an idea book. Remodel sales increased over 25% in a period of 3 years.
Each Gemstone Wall was conceptualized, designed and photographed. Sets were designed as "Before and After" to provide clear understanding of the Transformation possible with Eldorado Stone.
Before photography was taken for each Gemstone Wall
The Gemstone CandleWall
As Seen in Architectural Digest, Sunset, Better Homes and Gardens SIP's
Gemstone National Print Ad
Gemstone National Print Ad
Advertorial drove intersted customers online to download an Idea Book
Gemstone Walls microsite www.eldoradostone.com/gemstonesVisual experience of before and after photos in addition to actual installation photos.
Downloadable Idea Books provided a complete recipe on "how to build" and collected valuable sales leads
Idea Books: CandleWall Ideabook designed to provide step by step instructions on "how to build" a Gemstone Wall.
Gemstone Transformations Online Video presented visual journey of the various wall transformations.
