H.B. FULLER PARTNERS WITH BLU SKY CREATIVE TO LAUNCH DIGITAL MERCHANDISING TO REINTRODUCE FAST 2K™ EXPANDING FOAM TO THE RETAIL CONSTRUCTION MARKET
The team at Blu Sky Creative recently helped H.B. Fuller reintroduce the Fast 2K™ brand to the construction products market. The Fast 2K™ product currently in the market is an expanding foam that can replace concrete to install fence posts. The team at H.B. Fuller wanted to elevate the digital merchandising of the fence post product and at the same time, prime the market for the retail launch of the new Fast 2K™ deck post anchor product.
The Blu Sky team relaunched the Fast 2K™ B2B product pages on H.B. Fuller as an informational consumer facing website with an updated usage calculator and a unified brand standard. An assortment of enhanced content was developed and published through Syndigo in support of the Fast 2K™ fence post on Lowe’s. Additionally, a product sample campaign was launched through Bazaarvoice Lowe’s Loop program. The following page highlights the integrated approach the Blu Sky team provided. For almost 10 years, Blu Sky has served clients with a total accountability approach to creative services
FAST 2K RECOMMENDED RATING LIFTS 26% AFTER LAUNCHING BAZAARVOICE LOWE’S LOOP SAMPLING CAMPAIGN.
Bazaarvoice powers the questions & answers services on some of the largest retailers’ as well as, product ratings and reviews. To increase consumer reviews of Fast 2K on Lowe’s Dot Com, Blu Sky launched the Bazaarvoice sampling service for Lowe’s, called Lowe’s Loop. This service made it easy to build sampling campaigns that sent Fast 2K samples to targeted customers generating reviews for Lowe’s products fast. New reviews were added directly to Lowe’s product pages with keyword content and photos, increasing web traffic and relevance.
Our sample campaign results were easily tracked and resulted in a 26% increase in the Recommended rating, moving from 38% to 64% Recommended. The star rating was raised from 2.5-Stars to 3.5-Stars after the first campaign.
THE FAST 2K TEAM PARTNERED WITH BLU SKY CREATIVE TO QUICKLY REDESIGN AN EASY-TO-USE, SEO-FRIENDLY AND MOBILE RESPONSIVE FAST 2K WEBSITE.
The website design process at Blu Sky is guided by the goal of building web solutions users expect, within budgets our clients expect. We develop informational websites that focus on our client’s vision, are easy to maintain and update as that vision evolves. Our project management process follows a traditional, discover, design, build/test and launch process, and many of our websites are built on the WordPress content management system.
We designed a fresh new look for Fast 2K Dot Com that incorporates enhanced retail content graphics. The client’s current product Usage Calculator was upgraded, consumers can now select from multiple products and download their project details along with the number of Fast 2K bags needed to complete the job.
OPTIMIZED FAST 2K WITH ENHANCED CONTENT ON LOWE’S TO BUILD BEST-IN-CLASS SHOPPING EXPERIENCE
Launching products efficiently across retailers requires the consistent transfer of product information, Synidigo offers a single-source, integrated platform for managing and syndicating product information. Core marketing content is the foundation of digital merchandising today. To build upon the Fast 2K foundation Synidigo supports Enhanced Content services. These are the Enhanced Content services Blu Sky recommended and built for Fast 2K Fence Post. The use of clean Enhanced Content graphics help create a virtual showroom that translates into best-in-class shopping experiences.
BLU SKY CREATIVE DEVELOPS FAST 2K DOT COM WITH SEO OPTIMIZATION PLAN
Blu Sky reviewed the Fast 2K competitive set to get a clear understanding of products in the market. An analysis of both Fast 2K keywords and competitive keywords was completed, and existing search engine rankings were reviewed to optimize the best options for page designs and site content. The important step of building title tags and metadata into the new website was performed as well as creating page names informed by the keyword findings. A list of product topics were generated and three share-worthy blogs were published to amplify the product message on social media.
EXPANDED PRODUCT PHOTOGRAPHY IMPROVES DIGITAL MERCHANDISING
Launching products on retail websites has continued to be a valuable way to show consumer demand. As the value of digitally merchandising products has increased so has the product content demands. Many retail websites require three or four product photos and ask for many more, including 360 spins and videos. Blu Sky provided extra product shots for the Fast 2K Fence Post packaging, to fill the need for the recommended product photos for Lowe’s Dot Com.
RELAUNCHED FAST 2K SOCIAL MEDIA CHANNELS TO BUILD RELATIONSHIPS WITH THE BRAND AND ITS CONSUMERS
The Fast 2K Brand had been around for a few years but had not unified its social channels to highlight product benefits and the potential to disrupt conversations about using concrete to install fence post, sign post and decking projects. The team at Blu Sky developed a Content Marketing Strategy to start conversations around the product benefits of Fast 2K. The social tag @BuildItFast2K was developed to align Facebook, Instagram, Twitter and LinkedIn social channels. Working with the Brand teams we created engaging social content out of existing Q&A’s, sell sheets and product spec sheets. Building and posting targeted social content across channels is helping the Fast 2K brand build relationships with its customers.
BLU SKY CREATIVE PRODUCES GRAPHIC ANIMATION VIDEO WITH VOICEOVER TO PROMOTE FAST 2K BRAND
Video animation narrated by voiceover can be very effective and a budget-friendly addition to any product marketing plan. When working with video animation, you gain flexibility of incorporating live-action video with animation or going fully animated, as we did with our work for Fast 2K. These videos are easily used in many channels because they can be short and to the point, unpacking complex value propositions.
We produced this video animation to promote a new Fast 2K deck post product and to highlight the benefits of using the product in cold weather and for setting both deck and fence posts.
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