About the Company
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The Challenge
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The Solution
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Create a package of designer-, consumer-, and showroom facing
engagements that tell
the ROHL Water Appliance story
Establish lifestyle personas
Develop assets to feed various pieces (photography vignettes, stories)
Create an integrated package of promotional materials
Consumer Research, Lifestyles, & Photography
Defined six lifestyle stories and photography based on consumer research
Empty Nester
Full House
Modern Family
Culinary Connoisseur
Suburban Splendor
Socialite
Created the ROHL Water Appliance Brochure
- Used by designers and decorative plumbing showrooms to tell the stories
- Introduces elegant, sophisticated sink/faucet/accessories combinations
- Ties lifestyles to sections
Built ROHL Water Appliance Landing Page on rohlhome.com
- Optimizing concept and allowing for deeper “dive
- Integrate a permanent slot on rotator—changing Lifestyle on a quarterly basis
- Educating consumer, designers, and sales associates
Developed rohlwaterappliance.com “Buzzfeed-like” Quiz
- Used by designers and decorative plumbing showrooms to break the ice and establish new foundation for discussion
- Over 2,100 engagements
- Promoted on rohlhome.com
- SEO on Google—gaining presence on “appliance” pages
Created a ROHL Water Appliance Video for YouTube
- Optimized the term on YouTube—including connection with the appliance
- Use in Ferguson locations as part of Point of Purchase support
- Use for training with showroom sales associates
Created a Kitchen & Bath Designer Trade Advertising Campaign
- Educating designers on the lifestyles and the components
- Running in KBDN as a 6-part series
Established the ROHL Water Appliance Presentation at KBIS
Created six stations in the House of ROHL booth
Educating designers and showroom consultants
Introduced and produced demonstrations by award-winning chef Ludo Levebrve at KBIS, sharing his story of a well-design “water appliance”
Created the “Culinary Classic”
- A unique event, developed and produced for Ferguson Business Development Group
- Invited 40 designers and Ferguson associates to participate in a two-day event at the Resort at Pelican Hill, Newport Beach, CA
- Concepted the program—connecting Cef Ludo Lefebrve, Saveur Editor-in-Chief Adam Sachs, and ROHL management in the explnattion and celebration of the importance of specifying the correct kitchen sink/faucet/accessory combination
Continue the Storytelling
- Updating ROHL Digital Pressroom with new stories
- Sharing and pitching projects featuring ROHL Water Appliance
- Concepting new lifestyles for photography
- Updating events and supporting elements
Water Appliance Lust Challenges Cooking Appliance Lust
Established a baseline of knowledge with kitchen and bath designers and showroom consultants
Optimized the term on the internet
Positioned ROHL in the “appliance” category
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