Gladiator brand had been an established leader and innovator in premium garage organization. However, in recent years, a host of challenger brands had become available, offering less expensive options. The brand's previous marketing focused on a niche target of outdoor adventurists and garage enthusiasts, but Gladiator was poised to launch a series of new products for the entire home. The real question became: How do you sell Gladiator products in a way that allowed the brand to reassert its leadership position while energizing its reach to a new audience?
Everyone goes through life in stages. To help support Gladiator’s brand and business goals, our team developed a strategy leveraging research that showed more people bought Gladiator products during pivotal life events. Many of these consumers were new to the brand. Focusing on four major life stages to drive customer intent for home organization, we crafted a series of very engaging stories based around the lifestyles of each life stage.
The LifeStage videos were to drive brand awareness and traffic to Gladiator’s website through the brand's social media outlets and were tagged for retailers dotcoms like The Home Depot, Lowes, and Sears. Such tagging allowed us to grab attention directly in the shopper funnel on their path to purchase. We then invited consumers to share their life stage stories with the brand on social media and Gladiator’s blog site.
