ABOUT GROVEMADE
Providing life enriching accessories since 2009, Grovemade is a Portland, Oregon company creating handcrafted goods from natural materials. The small workshop is home to a team of designers, craftspeople, and support staff working together toward innovation and design that turns heads. Grovemade’s focus on its people leads to products that are a representation of the team, each one with its own unique story to tell.
MISSION
GreenRoom was tasked with assisting Grovemade in re-branding the company from a simple wooden Apple accessory provider to a sophisticated and innovative design company providing consumers with an array of elegantly handcrafted products for nearly any room in the home. In the ever-expanding offering of accessories for the home, it was critical GreenRoom find a way to set them apart from anything that could not only be found at retailers like West Elm and Crate & Barrell, but also the massive marketplace of Etsy
APPROACH
It was important to elevate their website presence and ensure consistent brand messaging during the re-branding. Greenroom worked closely with Grovemade’s graphic designers to facilitate the transition and properly generate messages in line with the new brand direction given that the media plan was squarely designed to drive traffic back to their own website. To maintain their identity as a small team of makers, they did not want to engage in other retail channels like Amazon or other brick and mortar stores.
Through a series of heralded product launches and high-profile interviews, the agency positioned
Grovemade as expert craftsmen and skilled designers with a keen eye for timeless products made from sustainable materials.
At the same time, the hand-crafted nature of the business allowed for unique anecdotes about the process and new product roadmap to be an entirely separate pitching initiative. Product-based coverage was the bedrock of the program, but it was also critical to tell human interest and business-oriented stories to continue to reach Grovemade’s growth goals.
EXECUTION
By elevating the company profile and positioning key executives as innovators with a passion for creating quality products, the agency increased the frequency of marquee press coverage and fully saturated several vertical markets in key areas, including: business, design, lifestyle and tech media outlets.
From there, the agency developed a comprehensive strategy that focused on the following areas:
- Generating key messages that promoted Grovemade’s innovative design process and the uniqueness of its products.
- Strategically executing new product announcements by conducting pre-launch outreach to marquee media, ensuring a steady stream of press coverage the day of launch.
- Securing placements with top-tier reviewers from major outlets to drive traffic and sales to Grovemade’s web store.
- Coordinating executive interviews with top-tier design and business, allowing Grovemade to share their design methodology, new brand direction and future projects.
- Tracking Grovemade’s site analytics for insight into top referrals, placing emphasis and agency efforts
on referrals that convert to sales.
RESULTS
Throughout the campaign, the agency was able to reposition Grovemade in the media from an Apple accessory provider to a leading designer of handcrafted goods. A few notable metrics:
- 39% Increase in total visits to the site directly related to website referrals from earned media.
- 178% Increase in revenue directly related to website referrals during the holiday buying season
- Consistent coverage in several highly tracked and revered design publications, such as: Design Milk, Dwell, Design Boom, Design Taxi, Design & Trend, Cool Material, Better Living Through Design, Design Crush, NotCot, TrendHunter and Yanko Design.
- Frequent coverage in leading consumer tech outlets, including: CNET, Macworld, Cult of Mac, MacRumors, 9 to5 Mac and The Unofficial Apple Weblog (TUAW).
- Coverage in leading online lifestyle publications, including: Cosmopolitan, ELLE, Men’s Fitness, Parade, Esquire, Complex, Uncrate, HYPEBEAST and NylonGuys.
- Executive interviews with influential news and business outlets, including: Fast Company, Forbes and The New York Times.
- Syndicated coverage from the Associated Press’ Father’s Day Gift Guide for a combined print circulation of 2,309,605.
- National TV coverage on ABC’s World News with David Muir reaching a total national audience of 7,787,662 households with a publicity value of $75,353.
