Strong market position for Life Outdoor Living through inspirational campaign

BuitenHof Tuinmeubelen underwent a rebranding to Life Outdoor Living and immediately wanted to capture a higher market position. Together with DPG Media, agency STROOM and vtwonen, they created inspiring content and a strong cross-media campaign. This approach resulted in striking results and a significant strengthening of their market position. Find out how this collaboration made Life Outdoor Living the authority in outdoor furniture.

This is how Life Outdoor Living becomes the new authority

BuitenHof Garden Furniture was on the eve of their rebranding to Life Outdoor Living. The name change was not the only goal they had in mind. With the advent of Life Outdoor Living, they wanted to position themselves directly in a higher segment within the industry. To achieve this through an effective campaign, media agency STROOM enlisted the help of DPG Media and vtwonen on behalf of BuitenHof Tuinmeubelen with a concrete assignment:
Position Life Outdoor Living as the authority on outdoor furniture and trends.

Image and brands in harmony

The desire to work with vtwonen was immediately expressed by Life Outdoor Living. To connect seamlessly with the authority of vtwonen, creating appropriate imagery was a requirement. By setting up a photo shoot with Life Outdoor Living, in the style of vtwonen, the brands were drawn together for an optimal look and feel of the campaign.

The customer journey of a potential buyer of garden furniture was the common thread in the construction, timing and interpretation of the campaign. From gaining inspiration, to the orientation process, followed by the styling of the furniture and finally the maintenance of the material. We saw this journey reflected in the cross-media campaign.

The imagery from the photo shoot was used throughout the campaign. Both in the online campaign, where a series of four online articles were used and driven via social media, and in the print advertorials in vtwonen magazine.

Excelling together

The results of the campaign immediately show that combining a number of success ingredients paid off: garden content, creating your own imagery and uniting two strong brands, Life Outdoor Living and vtwonen. Thanks in part to the photo shoot, Life Outdoor Living's content connected seamlessly with vtwonen's style. The shoot's inspiring images and fresh copy ensured high interaction with the target audience.

• Three of the four online articles scored well above benchmark on article views (index 125)

• The CTR of the online articles scored well above expectations with an average of 12.16% (benchmark: 0.5% - 1.5%)

Quiz with winning element brings insights about consumers wishes

Visitors also liked the quiz, which included a great prize draw. With as many as 726 unique participants (from 20,000 landings on the page), the quiz proved to be a creative solution with high interaction. The results from the quiz gave Life Outdoor Living great insights into consumer needs and preferences. For instance, the results showed that 66.1% of participants preferred a Mediterranean garden, 28.1% a Scandinavian one, 4% an industrial one and 1.8% a modern one.