The Problem:
Perception is Everything.
As a leader in the kitchen and bathroom fixtures category for decades, Delta Faucet wasn’t struggling for name recognition, but rather the perception of their name. In consumer surveys, they often polled beneath competitors in design and innovation.
They were seen as the handyman’s go-to, the ol’ reliable faucet that leaned more on function rather than form.
The Solve:
Put form at the forefront.
Delta Faucet: Design Beyond was the antidote. We challenged Delta Faucet industrial designers to create a conceptual faucet for the future – highlighted with press and celebrity partners.
Designers first toured visit to The Senses: Design Beyond Vision exhibit at the Cooper Hewitt, Smithsonian Design Museum for inspiration. Then, they unveiled their design during National Design Week alongside Queer Eye interior designer Bobby Berk.
The Ask:
How might we… Extend the relevancy of the one-day Design Beyond event using social channels?
The Strategy:
Design for the Everyday.
We already have a trusted brand.
Let’s show consumers how the Delta designers' process of creating a conceptual faucet translates into their everyday work of building products for your home.
The Execution:
To turn this one-day event into a platform to help change perceptions, we augmented the experience with a three-phased social communications plan.
Content throughout each phase carried an overarching POV of how we wanted viewers to feel about design.
Pre-Event | Design is Inspired
Educate on how concept design has value to the everyday consumer
Share in the behind-the-scenes process of how experiences inspire design
Highlight the design team not just as concept designers, but the everyday Delta fixtures you already know
Content Samples:
Event | Design is Celebrated.
Drive interest in the conceptual faucet unveiling through promotions featuring celebrity and influencer talent
Build buzz through livetweeting and Facebook and Instagram Lives
Elevate the relationship between Cooper Hewitt and Delta during National Design Week
Content Samples:
Post-Event | Design is accessible.
Provide value by curating actionable home decor and design tips from celebrity designer Bobby Berk
Celebrate the accomplishment the Delta design team on completing their conceptual design
Content Samples:
My Role in it All:
Social + Creative Strategy
Video Concept
Creative Brief + Direction
Q&A and Shotlist Development
Livestreamer + Interviewer
Content Creation
Community Manager
Freelance Manager