The Power of Influence
Engaging Interior Designers to Build Brand Positioning
Pella has been the darling of architects and builders for years. The company’s windows and doors are high performing, beautifully styled and made to order at manufacturing facilities in the United States.
Many homeowners who purchase windows and doors once or twice in their entire lifetime do not often know what differentiates one brand from the other. And in a very crowded category, Pella needed to reach homeowners who would appreciate all that the brand represents, especially great modern design.
Pella turned to studiobstyle to connect the dots between discerning homeowners seeking windows and doors and their company. But knowing that advertising is more of a push message that savvy consumers know is from the brand’s point of view, studiobstyle recommended influencers be the ambassadors of the design message. And what better ambassador than that of an interior designer?
studiobstyle conducted a series of searches, looking for interior designers who were emerging stars in their field and who represented a distinct point of view that aligned with Pella’s modern design brand.
We landed on Meg Lonergan and Meredith Heron as the first designer partnerships.
Meg, a Houston-based designer, works with affluent homeowners throughout Texas and is collaborative in her design approach. She seeks to create spaces that represent her clients’ personality, featuring very personal items that embody their passions.
Meredith Heron is not only an interior designer, but Canadian TV personality, who infuses her creative designs with color. Based in Toronto, she leans toward the unexpected and dramatic, calling herself a modern maximalist.
Studiobstyle created custom campaigns that featured each influencer in her element, playing to her strengths, while providing Pella tools to tell its story through them.
These two partnerships are the first in a series of design partnerships to drive awareness of Pella’s modern design position and break through to the window and door clutter to reach upscale homeowners.