Backyard Discovery product launch
Positioning a new product with creative messaging & design
About Backyard Discovery
Backyard Discovery had created an entirely new product line—the Cabana Pergola collection. Capturing the coziness of a cabana with the roof of a pergola, they wanted to communicate the unique features of this new line through photography, videography, and a new microsite.
- We leveraged customer research surveys and studies to understand customer needs and wants and why they buy outdoor furniture.
- Research showed the ideal customer aspired to the lifestyle of having a luxury backyard space.
- These customers value relaxing and entertaining in their outdoor space, and they desire high-quality outdoor furniture that adds value to their home.
- This insight guided the creative direction for the video, photography, and microsite.
- We created a microsite to give the Cabana Pergolas a dedicated web presence without the distractions of the other products available on the main brand site.
- The microsite shares the aspirational creative direction of the videos and showcases product benefits with strong calls to action.
Videos & photography
- We created original videos and photography to highlight the features of the new Cabana Pergola collection.
- The theme of “Rediscover your backyard” was used to encourage customers to imagine the possibilities of bringing this all-new option to their outdoor space.