We have just launched an exciting new campaign for American Standard, Homeowning 01, which features our partners from HGTV’s Boise Boys, Clint and Luke. The duo stars in a series of humorous-yet-useful videos to help new (or less handy) homeowners with things they don’t even know they need to know about managing their home. We’re tackling the most basic questions—tips for Homeowning 01, a grade below 101.
The campaign series—which you can view at Homeowning01.com—seeks to introduce homeowners to HVAC through the broader lens of their home, easing them into the conversation around HVAC while building their relationship with American Standard as a trusted resource.
The media plan will place Homeowning 01 video teasers in front of an engaged homeowner audience to drive views of the full videos and thereby increase brand awareness. Tactics to gain approximately 16.2 million impressions include:
- Targeted video campaigns on YouTube and Programmatically with pre-roll and Connected TV
- Static and video assets on Facebook and Instagram
- Paid YouTube and Facebook/Instagram campaigns
PR and Social Amplification
The Homeowning 01 content will be amplified across both earned and paid PR channels, as well as through our American Standard Facebook page.
- An editorial integration with top-tier publication, Family Handyman, will drive engagement and an expected 3 million impressions through custom content, social presence and email newsletters.
- American Standard’s own social content around the program will send followers to the Homeowning 01 page, as well as draw them into the conversation. Organic posts will ask them to share their questions about or tips for surviving homeownership, which we will answer and share on the website and social.
- Finally, a press release around the campaign launch will be shared with top-tier publications. We will offer interviews with the Boise Boys on related topics with the main hook around HVAC care.
The campaign will run through mid-December. You can watch (and share!) the teaser video here: