Modern TwigWhen IKEA after market veterans started Modern Twig, they wanted to create brand awareness in their category through a new, comprehensive digital marketing campaign. To market their premium cabinet fronts to sophisticated homeowners and the architects and designers that specify their products, we created a strong brand foundation through unique messaging and premium visual assets, while making sure the brand reached its markets through comprehensive ad campaigns and influencer partnerships to help level the playing field with much larger competitors.
- PREMIUM HOME ACCESSORIES
- BRAND DEVELOPMENT
- SOCIAL MEDIA & PR
- INFLUENCER MARKETING
Strategy: Brand Blueprint
Since Modern Twig was a new company, our brand blueprint consisted of a blend of brand development and strategy work. We examined key competitors, industry trends, and the digital landscape to develop comprehensive plans for launching organic and paid social media campaigns. We then created top level messaging, a brand look and feel, and concepts for branded content to help set Modern Twig apart from the competition.
Because Modern Twig’s primary market includes architects and interior designers, strong photography of their installs was critical to envisioning the context of their products creating an elevated brand presentation. We documented three key installs at various angles to emphasize the product while capturing the full scope of the room design.
Photography: Product Stop Motion
To demonstrate functionality and bring the cabinet fronts to life, we created a series of stop motion assets, with the goal of capturing attention and gaining multiple video views. These assets also showcased some of the functional applications like storage, with a hint of lifestyle through the propping or presence of a hand.
As a premium manufacturer, emphasizing the quality of the materials and the attention to detail in the construction was an important part of the brand story. Macro shots showcased details like the beauty of the wood patterns, the seamless edges, and the grain sequencing – a hallmark of custom cabinet fronts.
Video: Brand Collab
To expand our reach to the IKEA after market, we partnered with fellow ecosystem brand and hardware manufacturer Pretty Pegs. This install video tells the story of a mid-century modern family room remodel using only fast-paced visuals and music to communicate the ease of the experience, the fast delivery and install, and the exceptional design – the key benefits homeowners get when working with Modern Twig. Timelapse and install footage shows how easy the install process was; lifestyle b-roll highlights the practical applications and connects to the audience emotionally.
We worked with E! News correspondent Keltie and her designer, Cory McCrummen, to produce a premium documentary-style video that takes the viewer through the process of designing and building her luxurious new bathroom – with Modern Twig’s cabinetry at the center of the design. Their chemistry and personalities made this content extra fun to watch, with an effortless and authentic testimonial for the brand to boot. The reveal was carefully orchestrated through a series of Instagram Collabs and paid whitelist campaigns for the broadest reach.
Social Media: Integrated Social Campaign
We targeted sophisticated DIY homeowners and their designers with premium brand content, focusing on Modern Twig’s key points of differences including Made in USA manufacturing, industry expertise, and affordable luxury. A blend of custom still and video brand content, elevated user-generated videos, editorial-style tips and tricks, and material features created a premium brand experience across all social platforms.
“When I started Modern Twig after over a decade of pioneering the Ikea-after-market industry, I needed to get the word out about my new venture; specifically I needed to make sure the sophisticated designer audience understood why we were different from the competition. We engaged Kitchen Collaborative to help us solidify our brand positioning and, subsequently, to launch a social media and ad campaign to reach new audiences. They helped create premium brand assets that were on par with our exceptional products and they made sure this content reached our key audiences online. The increases in web traffic, social audience, and brand awareness in the first 9 months have set the stage for our next phase of growth to come.”