Spread Communications client work - Sanderson

In celebration of the 100th anniversary of The Walt Disney Company, Sanderson Design Group went into its archives to reveal a newly discovered selection of classic fabrics and wallpapers. Our goal was to drive awareness of the collection with designers to consider in upcoming projects.

Objective

Increase brand awareness of Sanderson through its Disney Home collaboration and drive designers to the showroom and website to seek out the collection for upcoming projects.

Plan

We created a 360-degree campaign that included press outreach, advertising, digital marketing, and event programming. The campaign began with showroom press appointments, followed by a Mad Hatter-inspired tea party at the Whitby Hotel in NYC and an event as part of Design Chicago, in which we invited four Chicago designers to create virtual spaces using their favorite Disney Home x Sanderson pattern. The campaign also featured digital and print ads with national publications and a Pinterest promotional campaign.

Results

  • Secured press placements with The New York Times, Veranda, Architectural Digest, Business of Home, House Beautiful, Aspire, Galerie, Design Chicago and Modern Luxury covering the launch of the collection
    • Yielded 170+ million impressions and $399,800 in ad equivalency
  • Purchased and coordinated digital media program that ran at the same time as the events were launching and press was hitting. The online publications garnered 326.592 impressions while the Pinterest promotion added an additional 50,000 impressions
  • New York Event
    • 40+ guests including key editors and designers joined a transformed “Rainbow Room” at the Whitby Hotel to celebrate the collection launch
    • Attendees posted on social media garnering 536,595 total post views and a 100% increase in accounts reached
  • Chicago Event
    • As part of our added value program with our magazine partner, we secured four top Chicago designers, worked with the magazine moderator to create a flow of the event and liaised with all partners to finalize event plans and promote the event
    • Maximum capacity for attendees – best in showroom history
    • Social media accounts reach increased by over 1,000%