Interactive Case Study

Trustile Doors Branding Campaign

Even in the world of million-dollar homes, interior doors have become a commodity product whose manufacturers compete on price. TruStile produces authentically designed and constructed doors that are anything but a commodity.

Among cost-cutting builders, they must constantly justify their higher price and battle the perception that a door is just a door. Most builders aren’t interested in the details of design and quality construction TruStile offers. Firsthand research among the architect and interior design community revealed that they were much more receptive to TruStile’s story.

Stoner Bunting helped TruStile shift the focus of their marketing away from builders and toward high-end architects and interior designers, positioning them as a brand that is passionate about design and believes doors are an integral part of the home. In order to maximize a limited media budget, we developed an online plan that took advantage of space on sites popular with our target audience as well as e-newsletters and a splash page for their website.

We created a branding campaign that introduced TruStile to the architect and interior design community with a sense of style and attitude they could identify with and a message that an audience attentive to detail would appreciate. With its bold colors, stunning product photos and strong first-person voice, the campaign leaves no doubt that with TruStile, a door is “Never just a door.”

Results from the interactive media were outstanding, with online ads achieving a click-through rate 30–70% higher than average, and the e-newsletter ad netting double the average number of responses. Unique web visitors increased by 25% and the volume of calls to the 1-800 number increased by 50%, all with high quality, qualified leads.