Riverbend Case Study Featured Image

A Series of Home Decor Moments

opportunity

Riverbend Home tapped 360PR+ to increase awareness, and with that sales, of the nascent home décor e-retailer launched just two years prior by parent co F.W. Webb as a strategy to appeal to a new generation of homeowners. With 360PR+’s expertise in home goods and insights to Millennial home buyers (and renters), we set out to create visibility-building moments during the most important selling seasons, including the spring home buyer’s market, summer outdoor living and the Q4 holidays. We focused on easy, affordable upgrades to introduce Riverbend Home, sprinkling in larger home-of-your-dreams projects as consumers got to know Riverbend.

approach

To build brand awareness, 360PR+ looked inside first, identifying and readying Riverbend Home’s GM – a 20+ year home goods veteran – as our “Chief Home Officer.” Next, we created a quarterly series of Around the ‘Bend Home Trend Reports, providing timely content for our Chief Home Officer to speak to media about, elevating Riverbend Home as the fresh go-to home décor expert. Adding a sizzle element, we secured HGTV’s Taniya Nayak to provide decorating and entertaining tips incorporating products consumers could find exclusively on Riverbend Home. To keep costs down while extending reach, we deployed our HGTV star selectively and tapped a group of mid-tier influencers to fill the pipeline all year-long with content leveraging our trend reports and featuring Riverbend products.

results

360PR+’s media relationships and content strategy was a winning combination for Riverbend Home, landing coverage that positioned Riverbend as a trusted partner offering more of what today’s homeowners want. Coveted home books and other media reaching homeowners – Real Simple, The Spruce, Architectural Digest, Realtor.com, Real Homes, The Washington Post, Today.com, KTLA and The Hub among them – embraced our trend reports and expert-spokespeople. Our spokespeople were also quoted in key home trade outlets important to building awareness of Riverbend Home with brand partners, like Le Creuset, who provide a point of difference for shoppers. Importantly, 92% of our media placements linked to RiverbendHome.com, driving traffic and product sales. Moreover, our influencers generated a high average engagement rate of 10.29%, with an efficient CPE of $0.54 and hundreds of clicks to Riverbend.

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