Leviton

 

Situation:

Leviton Manufacturing Co., Inc. provides a comprehensive range of electrical device solutions for residential, commercial and industrial buildings. Our challenge was to develop a program to help position and launch Leviton’s new electrical device, Renu. The Renu collection includes switches, dimmers and outlets with faces that consumers can snap in and out whenever they’re ready for a new look.

 

Goals/Objectives:

Our goal for this campaign was to reach consumers and pro-sumers (designers, contractors and architects) to leverage a short window of opportunity to introduce Renu, build awareness and spur sales in key channels.

 

Tactics Employed:

As part of a broad, integrated campaign, Lumentus developed a multi-faceted social media program in a partnership with NBC (OTS) properties that leveraged shared media using blogger networks, Facebook and Twitter.

Targeted bloggers included mom/dad/family bloggers, DIY/design bloggers and energy/environmental bloggers, who posted during the entire campaign flight.

A custom Facebook tab was designed and launched from the Leviton Facebook page. The tab was designed with two key calls to action:

  • Enter to win a room lighting makeover, or
  • Pre-register for each of three Twitter events that gave participants the opportunity to learn about the product, have fun and win valuable Leviton products and gift cards

The tab was also supported by sponsored tweets – including four celebrity tweets – and a Facebook ad campaign. These events were promoted three days prior on all Leviton social channels and video integrations, as well as the brand site.

 

Results Achieved:

This robust social media program rounded out the product integration and advertising package with NBC to deliver a highly successful campaign, achieving the following results:

  • NBC leveraged their blogger network partners to deliver an average of 3 posts per day dedicated to Renu during the campaign from over 20 relevant bloggers in the DIY/Home Decorating space
  • Each of three Tweetup events reached 100,000 people, generated 1 million impressions and inspired over 2,000 tweets
  • Leviton.com visitor traffic surged by a factor of more than 10 during peak periods in the campaign. Page views also saw significant spikes.
  • Both Amazon.com and Home Depot saw sales grow in direct correlation to our social and promotional media activity