Homeline Coatings is a Denver-based company that makes sprays to coat and protect home surfaces including stone, stainless steel, ceramic, glass, tile, and porcelain.
Our primary goals with Homeline Coatings were twofold:
Our solution? A strong social media content strategy.
We worked with Homeline Coatings to manage the entire content development process, starting with a photo and video shoot. We sourced the location and built a shot list to ensure we obtained sufficient product shots, lifestyle shots, and shots showing the efficacy of Homeline's products, to be used throughout their digital marketing. After the shoot, we edited the raw materials, and turned them into graphics, short videos, and Reels that were optimized for performance on social media.
Our content focused on the quality of Homeline’s product and the difference it has made in the lives and homes of real people. We did this by showcasing how easy the product is to use, the effectiveness of the product at protecting surfaces, the bright and clean look the product can give a space, and testimonials from happy customers (of which there were many). We also created content designed to engage, by quizzing people on the product, sourcing their questions, and asking for feedback, allowing us to build and nurture relationships within Homeline's online community.
Using social media content, we were able to change the face of the brand by directing and creating strong content that aligns with the company’s messaging, and will continue to be relevant as they rebrand in Q1 of 2022. We also established Homeline Coatings as a social-forward brand; in other words, a brand that has a strong social media presence, uses social media to interact with their customers and community, and generates web traffic and sales through social channels.
By managing the entire content creation process, we were able to ensure a great location for the content to match the target audience of the brand. After our carefully-planned half day content shoot, we had enough stills and video footage to make more than three (3) months of social content, plus some additional website content and collateral marketing materials. The photo and video content from the shoot will be used on the website sales pages, website blogs, website instructional pages, how-to printed documents, email and social media moving forward.
Rework your own online brand and nurture your community with a content strategy and creation package from McLernon & Co.