Minwax, the category leader in wood care built a legacy and strong brand foundation supporting a male based culture of tool belt wearing professionals and hobbyists. The changing "do it yourself" landscape created a huge opportunity for the brand to diversify their target profile to include young female DIYer’s; while, not alienating their historic core franchise.
By making the Minwax digital landscape more approachable and lifestyle-relevant, we believed we would welcome in the next generation as well as:
Minwax needed a reset on everything "woodworking" from expert support to timely inspiration delivered through a range of digital channels to enable the brand to have a seat at the DIY cultural table.
As the category leader in interior wood finishing, Minwax defined its goal to engage both the existing and new audience through an integrated approach spanning social media, search engine visibility, email and the web. Inspirational and informative wood care "lifestyle" content became the key deliverable, especially to the emerging DIY segment.
Their new website acts as the Minwax digital hub featuring smart navigation across a range of identified categories including products, featured items, inspirations and project ideas. Stylized imagery and innovative design establish a compelling UX that has resulted in increased stickiness, support and overall satisfaction. The site’s mobile experience, pays real dividends at point-of-purchase delivering pertinent product guidance and usage info.
The Minwax DIY story is also played out across a wide range of other channels with real success happening at Facebook and YouTube.
Winner: Web Marketing