Log this under: how to make a firelog relatable to a younger generation.
Agency
Teak
Client
Duraflame
TYPE
Social
Video
Media
The Challenge
Duraflame has a storied history as America’s #1 firelog. Only problem was they weren’t connecting the younger consumer. They needed to figure out a way to speak to a "nesting millennial" audience (one that's more interested in making their house a home rather than partying with their friends until 2am), all while still appealing to their older, dedicated fan base.
The Solution
Let’s attach ourselves to an emotion that both Boomers and Nesting Millennials alike can relate to: the crazy, awkward transition into adulthood. Better yet, #adulting was an internet trend that we could get behind.
Here’s what we did.
This audience devours content. We centered this multi-channel campaign around a plethora of vidoes, gifs and social posts that celebrated the little, awkward wins of adulting.
Anyone else proud of themselves when they change the toilet paper roll?
It was critical to engage past a video view. We created a landing page and “adulting” contest to capture email (and build brand affinity! Score!).
We knew this audience sees past the typical brand BS, so we needed to surprise them. We spent tons of time on our community management strategy, thinking of conversations to insert ourselves in authentically. We proactively celebrated these little adulting wins on social media and delighted them by sending Duraflame logs. It was a win for everyone.
And we knew that every touchpoint with this audience needed to be consistent. We used things like Snapchat Filters targeted at various metropolitan areas and collateral to remain on brand.
The final result?
It worked.
On YouTube alone, we garnered 87% more video views than the year before, with a total 2.7M video views across all platforms. We saw a 168% increase in website traffic from our target audience and generated over 19K email sign-ups.