Suncast Brand Evolution: Repositioning a Leading Outdoor Storage & Entertainment Brand for the Future
Project Overview
Suncast designs products that are built for everyday life—the brand’s high-quality resin storage solutions, tools and entertaining products empower their consumers to create beautiful, purposeful and organized spaces they can enjoy to the fullest with friends and family. Over a partnership spanning multiple years, Bailey has helped the Suncast brand grow awareness and equity, helping them put the consumer at the forefront of the brand experience in a traditionally product-driven category.
What We Did
In order to develop a holistic and forward-facing brand strategy, our team first needed to understand what truly matters to the Suncast consumer. Our extensive research and discovery phase included direct Voice of the Customer (VOC) feedback as well as a brand reputation and perception study, market segmentation analysis, user experience testing, consumer journey mapping, and more.
Critically, the data indicated clear differences among storage shoppers. A statistical technique called Latent Class Analysis was used to evaluate these differences and to divide the market into distinct groupings. Five shopper personas emerged from the analysis, differing primarily by property type, demographics, and storage buying needs and preferences.
These findings also enabled us to identify and articulate ownable attributes, pillars of success and an overall value proposition for the Suncast brand. We centered our strategic approach on external messaging around consumers’ natural emotional journey during the DIY home enhancement process and developed unique content connected to each stage of this journey. Our goal was to help individuals overcome lulls in enthusiasm and typical points of frustration or disengagement and look ahead to the satisfaction they’ll enjoy upon completing their project.
“Envision. Accomplish. Enjoy!” ties all of this content together into a clear sequential story that follows the user through their journey. First, it helps them imagine new possibilities for their space during the inspiration phase, and next providing expertise and advice to help them realize their vision. Finally, it delivers a compelling visualization of how they’ll feel once they are able to enjoy a more organized space with their family and friends.
While “Envision. Accomplish. Enjoy!” defines the overall content strategy and structure, seasonal themes provide an opportunity to organize blogs, videos and social media content into timely and compelling campaigns. This authentic lifestyle-first approach showcases Suncast’s broad range of products and helps establish the brand as an online resource for outdoor organization, entertaining and DIY content while also driving qualified traffic to Suncast.com.
The Bailey team typically generates over 100 unique elements for each Suncast seasonal campaign, spanning a wide variety of creative initiatives. This includes content strategy in the form of blogs and articles, a combination of on-site and in-house photography and videography, as well as countless creative and design executions to bring the theme to life across every touchpoint.
All content is strategically driven by exhaustive SEO research, developed to answer questions we know consumers are asking, and it's continuously optimized in order to maximize KPIs. We also employ a robust retargeting strategy to sustain engagement with users based on their interests.
Inspired Spaces
As part of each seasonal campaign, the Bailey video team curates an “Inspired Space” featuring a range of Suncast products targeted toward one or more of the identified audience personas. Imagery and video from these productions are then deployed across all marketing channels and mediums, including product packaging and retailer websites.
Strategic Partnerships
Bailey helped Suncast cultivate strategic partnerships with relevant influencers and brand ambassadors—including HGTV hosts Sara Bendrick, Matt Blashaw and John Colaneri; other micro influencers; and up-and-coming athletes, like professional golfer Sam Bennett- to introduce the Suncast brand to new and highly engaged audiences.
Liz Marie Galvan
Lifestyle Blogger
John Colaneri
HGTV Host
Sara Bendrick
HGTV Host
Sam Bennett
Pro Golfer
Results
In 2023, Suncast brand awareness grew significantly: Bailey helped the organization reach a larger audience by testing television as an additional channel and continued optimization of the seasonal digital campaigns. As a result of our efforts, total brand impressions rose 152%, social post engagements increased by 81%, total search volume increased 134% and website traffic increased 52%.
