Challenge

Eastman, maker of LLumar® window film for homes and vehicles, sells its products through a network of dealers. While its marketing efforts had long been B2B focused, Eastman saw an opportunity to increase sales and drive traffic to dealers by engaging consumers directly. But to reach those consumers, Eastman would need to find them—and find out what makes them tick.

Solution

To lay the foundation for a consumer-oriented communications plan, we began with focus group sessions to find out what people think about window film and which benefits matter most. We also developed a test campaign around a specific product benefit: protecting furniture and flooring from sun damage. The centerpiece was a fun, stop-motion video and digital ad campaign targeting homeowners who had just purchased or were looking to buy new furnishings.

Impact

Eastman gained valuable information about the thoughts and behaviors of prospective customers, paving the way for future campaigns.