The Ask

Waterworks, one of the top luxury bath and kitchen brands, asked us to re-envision their digital content program.

The Answer

We started by redefining Waterworks' social media strategy, carving out a distinct identity and voice for the brand. This included designing a content program that reflects its premier status, and that has resulted in an increase in Instagram follower acquisition from 8K (2016) to 317K (2022). To support and promote the content, we’ve created ongoing Instagram advertising campaigns, targeting interior design enthusiasts, that continue to grow Instagram engagements. Most recently, we’ve helped the brand introduce Instagram reels, providing both creative and strategic direction for its ongoing series.

Further, we’ve optimized Waterworks’ Pinterest boards to increase SEO and overall search traffic for the brand, as well as to drive sales and interest among the platform’s active, engaged audience of home design fans. This has resulted in 14M impressions and 49K referrals (September 2021-September 2022).

In addition to social media community management and advertising, we also relaunched the Waterworks email program. Executing the strategy, creative direction, photo shoots, story concepts and copy, we shifted the email designs to cleaner, more dynamic, modern and mobile-friendly messaging. Additionally, we leveraged this content for the waterworks.com “Get Inspired” page.

To scale and reinforce Waterworks’ marketing initiatives, we develop digital campaigns that create innovative ways for consumers to engage and interact with the brand’s products. These have included activations for co-founder Barbara Sallick’s books, “The Perfect Bath,” “The Perfect Kitchen,” and “The Ultimate Bath,” the brand’s Isla collaboration with jewelry designer Jill Platner and a #MeetYourTowelMatch program.