In 2019, Pony Jorgensen had an opportunity to add a new, significant retailer to the mix – Lowe’s. To be adopted into the store for the long run, Pony Jorgensen knew it needed to make a big splash while focusing efforts on driving its woodworking audience to lowes.com and select Lowe’s stores.
We created a fully integrated marketing program that included a refreshed paid social media campaign, geotargeted programmatic media buys, paid search, and partner-driven email marketing. We ensured all these pieces carried the exciting Lowe’s announcement while providing just the right amount of information about products. And all content drove traffic directly to the Lowe’s website through CTA buttons or Pony Jorgensen product pages.
We not only launched a massive amount of organic social media focused on products available at Lowe’s, we also leveraged influencers to expand Pony Jorgensen’s reach of Facebook and Instagram daily. We had created strong relationships with influencers, giving us the ability to receive specific content and share their projects on Pony Jorgensen’s platforms when their work organically incorporated clamps. As the products began to hit Lowe’s shelves in the test markets, influencers shared engaging in-store videos and photos to spread the news, perfectly supplementing our campaign.
Announcement and Social Media Holiday Giveaway
Social Media Influencers