Kichler’s lighting, decorative and landscaping division were facing new territory when it came to the launch of their Smart Control Timer, a device that works with the Kichler Connects™ app to digitally control landscape lights from a smartphone. With experience marketing physical lights, the Kichler team was now needing to market a product whose primary function was located on an app. In addition to promoting a tool different than their standard, they also were shifting their standard target market to reach professional landscapers and contractors. While building awareness for the Smart Control Timer and its benefits, another focus was on driving engagement in the app.
To get the new Smart Control Timer in the hands of landscapers and contractors while creating awareness for its convenient features across the board. In addition, encouraging users of the product to engage in the Kichler Connects™ app.
With a learning curve coming from the new product offering, we worked together as a team to work through a strategy that would successfully accomplish all of Kichler’s goals. A combination of paid social media and programmatic ads were determined to be a strategic way to reach their new audience.
After implementing paid social and programmatic ads, overall reach doubled and impressions exceeded expectations. When the product page launched, over 6,000 people visited the landing page. Kichler was thrilled with the off the bat results and continues to utilize social and programmatic advertising to promote their variety of products so that they can reach their audience and further their commitment to developing customer relationships.