media impressions in launch year
DXV is American Standard’s luxury portfolio of kitchen and bathroom fixtures. As a luxury line, DXV needed to become recognized by high-end home decorators and designers as well as design-focused media, solidifying a connection to ensure DXV was top of mind for design projects and stories.
MAVERICK was tasked with introducing the DXV brand to media and luxury designers, with the goal of earning continued media coverage and building meaningful relationships with designers and decorators currently in the luxury realm or working towards a luxury portfolio.
MAVERICK understood the need to reach this audience in the spaces they frequent most, which are the social channels they use to share their own design stories and look for design inspiration. A robust social media strategy was developed to create a two-way conversation with distinguished, and up-and-coming luxe designers through promotion of their content through the DXV page, and curated content helping to establish DXV as a trendsetter. The same content strategy was implemented when pitching media, elevating the DXV brand name through well-known design and décor publications, blogs and websites.
MAVERICK created an online brand presence through the social channels that luxury designers frequent most, launching Twitter and Pinterest pages and later an Instagram page. DXV created and curated content showcasing beautiful imagery of DXV’s products, shared inspirational and forward thinking design trends, and participated in, and hosted, Twitter chats with influential media and designers. DXV also leveraged the profiles of DXV’s Design Panelists (a group of hand selected designers chosen to create beautiful spaces, inspired by each of DXV’s design eras) by engaging with them on social media, solidifying the brand as a celebrated resource in the luxury design realm.
MAVERICK introduced media to the DXV brand with an invitation to DXV’s booth at the Interior Design Show in Toronto, unveiling the spaces created by the 2015 Design Panel, ultimately showcasing the brand’s ability to be a go-to source for luxury design trends. MAVERICK continued the conversation with media, earning coverage in high profile outlets including Azure, HGTV, House & Home, International Architecture & Design, and Style at Home.
DXV earned coverage in 31 outlets, resulting in 18 million impressions in one year. DXV launched Twitter before the Interior Design Show in Toronto, connecting with designers and media while promoting news about their presence at the show. DXV’s Twitter content earned 90k impressions and 68 mentions in 2 days.
The DXV brand name was elevated within the design community, establishing long-term relationships, while also becoming a go-to for design and decor media looking to feature on trend, luxury products in their outlets.