CabinetParts.com
As the Creative Director of Digital Marketing for CabinetParts.com, an e-commerce platform specializing in cabinet hardware, I led a comprehensive overhaul of their brand identity and marketing campaigns. My efforts were focused on crafting curated content that resonated with our target audience, ultimately driving increased engagement and sales. By strategically redefining the brand’s digital presence, I played a pivotal role in enhancing the company’s market position.
Client Needs
Email Marketing, Campaign Strategy, Branding Strategy, Social Media Management, Copywriting, Art Direction
My primary objective was to rejuvenate the brand by thoroughly addressing our clients’ needs. A key focus was the overhaul of our email marketing strategy, which played a pivotal role in achieving a remarkable 90% year-over-year increase in purchase orders. In addition to refining our campaign and digital marketing strategies, I also developed tailored content for social media, including engaging posts, informative content, memes, and short-form videos, to effectively cater to our diverse audience across various platforms. This comprehensive approach ensured a revitalized brand presence that resonated with our audience and a drive in sales.
Role
Creative Director
In my role as Creative Director for CabinetParts.com, I embarked on a mission to revitalize the brand with a multifaceted approach that combined technical savvy and creative flair. I began by refreshing the color palette to better reflect our brand identity and then honed in on our email marketing strategy. By implementing segmentation techniques, I was able to tailor our product offerings and styles to the distinct needs of our B2B and B2C clients, ensuring more personalized and effective communication.
To invigorate our marketing efforts, I introduced a range of strategies including giveaways, themed sales, and promotions leveraging classic advertising techniques such as scarcity, urgency, and the AIDA model (Attention, Interest, Desire, Action). I also explored additional advertising principles like social proof, reciprocity, and storytelling to deepen engagement and drive conversions.
On the social media front, I curated content that not only showcased our products but also established brand authority through informative articles and engaging posts. Market research played a crucial role in understanding both our competitors and customers, allowing us to identify new growth opportunities and refine our ad campaigns for best-selling and new products.
Collaborating closely with the Google Ads team, I focused on creating more impactful advertisements that resonated with our target audience. This comprehensive approach to revitalizing the CabinetParts.com brand was instrumental in enhancing our market presence and driving business success.
Select Email Campaign Designs
Select email design examples will be sent upon inquiry.
Selected Campaigns
Where’s the PRO Guy?
The “Find the PRO Guy” campaign was a creative initiative I spearheaded at CabinetParts.com, inspired by the classic “I Spy” puzzle books. We challenged our followers to spot various cabinet parts hidden within a complex image, fostering engagement and interaction across our social media platforms and email newsletters. This campaign was not only a fun and interactive way for our audience to engage with our brand but also an effective strategy to showcase our diverse product range.
We complemented this visual puzzle with a series of posts highlighting the different parts featured in the image, reinforcing product awareness and brand visibility. Participants who successfully identified and circled the hidden parts were entered into a draw to win an iMOVE wall shelf, adding an element of excitement and incentivizing participation.
The “Find the PRO Guy” campaign was a testament to our innovative branding strategy, blending entertainment with product promotion to create a memorable and engaging experience for our customers.
Wood Stock Sale
For the 54th anniversary of the iconic 1969 Woodstock music festival, I spearheaded the “Wood Stock Sale” at CabinetParts.com, tapping into the nostalgia of our older demographic. Leveraging the aesthetic and spirit of the 1960s hippie movement, we showcased our wood stock products—tambour, cabinet doors, shelves, and woodshop tools—with a fun and quirky twist. This branding strategy, coupled with a targeted email marketing campaign and engaging social media posts, resonated deeply with our audience. The result was one of our biggest sales of the year, demonstrating the power of nostalgia and a well-executed brand strategy in driving business success.
Social Posts
CabinetParts Social Media:
