Caesarstone Canada quartz countertops offer the best in aesthetics + practicality for kitchen counters and bathroom vanities. The entire company works to produce dynamic content across the digital space to enhance awareness and trial within the home and décor community. 2014 objectives included promoting 8 new colours to the Classico collection, and launching the online Visualizer (a design tool for interior decorators to create concepts with Caesarstone materials).
Each 2014 objective laddered back to brand awareness, trial or frequency. A multi-platform content strategy was developed, establishing the design value of Caesasrstone through tips and online tools. This encouraged others to connect over their mutual passion for design, and provided tangible opportunities through contesting and samples to those contacts who engaged with the brand.
Caesarstone maintained an active social media presence on Facebook, Twitter, Google+, Instagram, Pinterest, YouTube, Houzz and provided valuable design content thorugh web articles. Every initiative was amplified with social paid media campaigns, SEM and display adverting on interior design/remodel social networks.
Caesarstone amplified their title sponsorship of the Interior Design Show by supporting the Raw Edges Collection via live community management and ticket contesting on Twitter. Additional sponsorships and contesting included 12 Days of Holiday Twitter Giveaway, Top Chef Canada Kitchen contest and the Azure Design to Shine initiative for architects and designers.
These projects helped propel social media content, which yielded mass awareness of Caesarstone as a thought leader and advocate in the design community.
To many the topic of quartz sound be radically boring which is why Caesarstone prides itself in creating dynamic content and engaging opportunities activated across consumer touch points to engage the entire design community ranging from students to seasoned professionals and media.
Through Caesarstone Canada's 2014 digital and social media strategy, design focused content showcases Caesarstone's thought leadership and product variety and quality across the design community's digital ecosystem.
To address the key objectives of showcasing new colours in their collection and increasing the brands' general awareness and trial within the design community, Caesarstone innovated via collaboration with London based design Studio Raw Edges. The partnership developed a conceptual installation placing the surface at the core of interior design. Islands ,was created to reshape the typical interior arrangement by positioning the working surface as the binding element of its design. A display of cabinetry, appliances or separate units is slotted into voids within the surface itself instead of being placed atop or around it. Islands, offers a new take on a variety of domestic spaces: kitchens, bathrooms and spaces whose surfaces answer more emotional domestic needs such as a space to play and a space to display objects.
Caesarstone also partnered with renowned design publication, AZURE to launch the Design to Shine contest that invited designers and architects to enter
the competition for a chance to win an all-inclusive trip for two to attend 100% Design in London. The winning project appeared in AZURE magazine. Contestants simply submitted a photo of their work and a short description, detailing how Caesarstone made their project shine,
Caesarstone also took centre stage, during the 4th season of Top Chef Canada as a participating sponsor of the series. The brand was promoted via TV banner ads as well as a contest launched on Twitter that engaged consumers to watch the show for a chance to win a $25,00 cash prize and a custom countertop.
The creative theme across Caesarstone's 2014 campaign communications was innovative and forward thinking, which reflected the brand identify and product aesthetic.
Effectiveness of the 2014 social strategy is best defined with the digital and social KPI metrics, which supported brand awareness trial and frequency.
Digital KPIs:
400,000 visits to the Caesarstone website, 1,000 samples sent, 25,000
times the visualizer tool was used in 2014, 2,000 total contest entries contest.
On Social Media platforms, Caesarstone Canada exceeded all annual benchmark goals for 2014:
On YouTube, over 112,571 Total Video Views were earned to date.
Google+ page has 50 posts with 167 +1s and 18 shares.
Facebook activity earned 15,000+ new likes and reached 4,859,043 people with key messages.
On Twitter, over 22,000+ new followers were earned, along with a 1.55% Engagement Rate, 13,000+ Link Clicks, 3,029,200 impressions, 4,000 replies, 2,000 favourites, and 1,700 Retweets.
Over 600 followers were earned on Pinterest, and the platform analytics reported over 80,000 impressions and 2,400 people engaged based off of people who see your Pins and people who act on your Pins in 2014.
On Instagram, over 5,000 likes received and 200+ comments earned as a result of a network with over 500 pieces of media (video and images) distributed to over 2,000+ followers.
