Dometic HomeWhen Twin Eagles and their sister company Delta Heat were acquired by global outdoor giant Dometic, they needed to organize their suite of new brands to capitalize on the fast-growing residential market in North America. Dometic Home would encompass both indoor and outdoor offerings including Twin Eagles, Delta Heat, MoBar, Drawbar, and Wine Cooler collections. They needed a comprehensive strategy for how to implement this complex brand merger and introduce the full suite of product lines to its existing network of distributors, dealers, specifiers, and end customers.
- LUXURY INDOOR/OUTDOOR PRODUCTS
- BRAND DEVELOPMENT
- SOCIAL MEDIA & PR
- INFLUENCER MARKETING
Strategy: Brand Blueprint
Our strategy work to help shape and define the brand merger began with a comprehensive competitive audit to help position Dometic Home in the marketplace as an indoor/outdoor brand. We also looked at overall industry trends in the context of the digital landscape, and applied our findings to comprehensive plans for implementing influencer marketing, content, and digital advertising initiatives.
To showcase MoBar’s ability to move anywhere in the backyard, we executed a range of carefully styled still images showcasing a range of prop themes to add a hint of lifestyle. All images were created within Dometic’s stringent brand guidelines for exceptional quality.
Photography: Product Stop Motion
For value outdoor grill and accessory line Delta Heat, we created a series of stop motion assets to quickly grab attention and encourage multiple video views. Each asset zeroed in on a specific product feature we wanted the audience to understand to communicate the product line’s key points of difference.
For social posts where we wanted to focus on key MoBar product benefits, we executed a series of detail shots that were styled and framed to zero in on the specific feature we were highlighting. Presence of lifestyle was indicated with props, a person’s hand, or a figure in the background to allow the product to be the focus of the shot.
Dometic’s unique MoBar is the ultimate mobile bar for outdoor living, as it allows homeowners to have all the amenities of a fully stocked indoor bar anywhere in their yard. To communicate its mobile capabilities in a lifestyle setting, we told the story of a family outdoor movie night while showcasing key product features.
Photography: Lifestyle Stop Motion
To bring the MoBar functionality to life, we created a series of recipe videos using a stop motion technique for visual interest. We strategically planned each post surrounding key holidays where entertaining friends and family is a focus and tagged featured brands for additional reach.
We worked with Chef Brad Miller, host of Cooking Channel’s Food Truck Nation, and Dometic Twin Eagles’ Founder Dante Cantal to create video content surrounding how to cook the perfect steak for 4th of July. Organic and paid promotion of this content during the three-day weekend resulted in increased ad performance, with a 257% increase in views, 137% increase in interactions, and a 196% increase in link clicks compared to evergreen content – despite the increased competition over the holiday weekend.
Social Media: Integrated Social Campaign
Once all the brands and accounts were strategically merged through a period of time, the main Dometic Home page served as a hub for the full suite of indoor and outdoor products. We targeted upscale homeowners and specifiers with sophisticated and consistent content including recipes, product tips, and lifestyle imagery in a visually cohesive presentation that met Dometic’s high end brand standards.
As with all clients, better assets always equate to better results. In the month we released the stop motion assets, we saw video metrics spike with 414% more views and 800% more interactions. The branded MoBar lifestyle video received 33% more views compared to 2nd best performing asset on its release. In addition to strong asset performance, targeted audience growth was a key KPI. To achieve authentic Instagram audience growth, we implemented traffic ads with the goal of converting profile views to follows. For 10% of our monthly ad spend, we increased following by 212% in the course of 6 months.