The right brand ambassador to launch a new category
In 2013, Legrand launched the adorne collection with the goal of reimagining the light switch - a historically overlooked home design element. Today, the brand is pioneering the designer switches and outlets category, helping to simplify and aesthetically improve the home through innovative, high-quality and design-forward switches and outlets.
To introduce the designer switches and outlets category at-large, and Legrand’s latest products in the space, Sharp developed a PR-driven partnership with Leanne Ford, celebrated interior designer and star of HGTV’s “Restored by the Fords.” The partnership was designed to educate and inspire homeowners and design professionals to elevate their own spaces with solutions from Legrand. The strategy focused on leveraging Leanne’s celebrity in-person, on social media and via dedicated marketing efforts.
The partnership generated immediate interest from leading Editor-in-Chiefs including Apartment Therapy’s Laura Schocker, House Beautiful’s Joanna Saltz, Interior Design’s Cindy Allen and Domino Magazine’s Jessica Romm Perez, helping to further elevate awareness for the category -- and Legrand’s reputation -- in the industry.
While the partnership included a number of event appearances, the COVID-19 pandemic had other plans. The Sharp team quickly pivoted to secure Leanne in trending “WFH” stories and virtual appearances via live social streams.
While the work is just beginning, the results to-date are significant. Just three months following the introduction, the partnership has generated more than 200% increase in coverage year-over-year, with key placements in print, online and broadcast coverage spanning a number of categories including A&D trade, consumer lifestyle, women’s interest, shelter and more.