A New Digital Platform

To help our client achieve both marketing goals, Wray Ward partnered with SANDOW media group and its new “live” digital video platform: DesignTV, a quick, effective engagement tool to help communicate the fundamental message of the benefits of steam, in a creative way, to a luxury- and design-minded audience.

Created out of a need for daily content easily accessible through SANDOW’s website and social media channels, DesignTV features exclusive content from the media company’s design brands including Interior Design, Luxe Interiors + Design, Metropolis, Galerie and NYCxDESIGN. It airs on Facebook Live and is shared across Interior Design, Metropolis and Luxe Facebook pages, plus those brands’ websites (that’s about 6 million fans). The MrSteam segment helped kick off Health + Wellness Week, a weeklong set of programming that focused on designing for a healthier home.

A Carefully Crafted Campaign

MrSteam’s custom segment was one of the first for DesignTV in the rollout of the new platform. Content featured a 30-minute conversation between interior designer and MrSteam advocate Denise McGaha and Interior Design editor in chief Cindy Allen. Focused on the benefits of steam and designing for wellness, their chat highlighted Denise’s personal experience with the brand. Denise has designed many homes in the Dallas, Texas, area and even remodeled her own master bathroom to include a MrSteam shower, making her the perfect spokesperson for the brand.

Specifically, the segment touched on many benefits of a steam shower — respiratory health, metabolism boosting and skin-clearing detox to name a few — and the ease with which one could install a MrSteam shower into a new or existing home. Denise showed photos from her own master bathroom and talked about how the vision came together to form a stunning, modern masterpiece that the whole family can use.

Additionally, Wray Ward delivered a social media plan for the broadcast as well as before, during and after promotions, in conjunction with DesignTV. As it was a prerecorded “live” segment, social media content created banter to engage with commenters during the airing of the segment on Facebook Live.

Results

The MrSteam segment ran across Interior Design, Metropolis and Luxe social media pages (Facebook, Twitter and LinkedIn) and websites, within each brands’ e-newsletters and on IGTV, in addition to MrSteam channels. Within the first week, there were 46,800 total views across Facebook Live and the website, equaling 126,800 total impressions for the brand.

As media platforms continue to evolve, especially in these times, it’s important to evolve with them. Priorities and editorial goals may not have shifted, but the audience has. How can your brand work closely with editors and publishers in the space to take advantage of new platforms?

However you aim to reach your audience, staying nimble will keep your brand competitive during an unprecedented time … and for the long run.