Blum has a strong print media presence in the interior design/architecture and building space. We needed to put together the most effective strategy to launch into the increasingly competitive digital space while remaining true to the integrity of the Blum brand.
Complementing the new digital strategy was a need to overhaul the print look and feel, in order to capture new audiences and keep things fresh yet familiar for Blum’s existing customer base.
We needed to develop something that showed Blum’s aspirational side – the little details that make our homes special. We merged function and place with emotion and desire, which resulted in the campaign tagline, ‘Everyday Elegance’.
We then showcased this concept with strong imagery across print and digital media. We complemented the new print look with a highly target digital marketing campaign across Facebook and Instagram.
Since the commencement of our digital campaigns in early 2019, we’ve achieved an average Cost Per Click (CPC) of $0.25, and average engagement rate of 5.1% (industry average = 1-3%) and more than 1 million ad impressions across certain campaigns – and counting.