SAN RAFAEL, CA: California Closets has tapped Ogilvy PR Worldwide as its AOR to reposition the brand's image and expand its new media presence. The six-figure contract was awarded following a competitive bid, the agency said.
"We're in the process of repositioning the brand slightly," said Susan Simkins, director of marketing at California Closets. "We're still the category leader, but because it's become such a profitable business…the competition has increased."
In February the retailer will launch a new messaging campaign that positions the company as a spatial design expert. Efforts will include media outreach, partnerships and alliances, new product launches, and a Web site refresh.
“The Web is just a huge tool in the way that [consumers] want to interact with us – especially as the first point of contact,” Simkins said
In developing the campaign, the company tapped into home design trends, and consumers' emotional connection with their living space, she noted. The effort will target females between the ages 35 to 54, but Simkins said there is a growing interest in home space from men. The campaign will also target the trade market, including designers, spatial engineers, and architects.
Media outreach will include traditional consumer publications, high-end lifestyle magazines, new media, and broadcast media. The company has also partnered with HGTV to appear on the cable decorating channel.
“It's all about positioning California Closets as a lifestyle brand,” said James Williams, EVP at Ogilvy. “We're going to be using influencers, including reaching out to architects, designers, fashion experts, and spatial engineers to help us realize that.”
The company conducted a review of several agencies that included large and boutique firms with lifestyle and consumer clients, said Simkins. Ogilvy was selected for its experience with lifestyle brands, the new media space, and its global perspective, she added. California Closets is a home-furnishings franchise with about 90 stores worldwide, primarily in North America.