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MasterBrand Cabinets

Showcasing Design Leadership

Categories: Home & Design

Challenge:

MasterBrand Cabinets Inc. offers a portfolio of 16 cabinetry brands, but in a category with little-to-no brand recognition, it’s hard to stand out. Our challenge: Drive awareness among consumers and interior designers through top-tier media coverage.

Idea:

Position MasterBrand as a style-forward taste maker in home design trends.

Multi-brand trade show exhibits: At key shows, editors toured kitchen-and-bath vignettes for each brand, interacting with cabinetry in on-trend colors, styles and finishes.

Insights on pop culture and design: MasterBrand’s top designer served as an expert spokesperson on buzz-worthy topics around the latest home styles.

Partnerships and donations: Collaboration with renowned designer Vern Yip and other influencers led to magazine and TV stories about kitchen makeovers and giveaways.

Creative pitching: Nimble media relations efforts helped insert MasterBrand products into media stories about décor, color, fashion, organization and design.

Results:

MasterBrand garnered nearly 690 million impressions and 400 placements, a 187 percent increase over the year prior. Highlights included the cover of HGTV Magazine, plus stories in USA Today, Associated Press, House Beautiful, Dwell, Cooking Light, Country Living – the company’s best year on record for media coverage.

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