Houzz Pro: Built for You
marketing campaign
To introduce Houzz’s pro management software offering, I created a multi-touch marketing campaign highlighting real home professionals and how Houzz Pro impacts their business.
Overview
Introducing Houzz Pro: the software built for home professionals
The concept for this campaign came as I participated in early meetings around developing the Houzz Pro product. The software was still in its early phases, with a loose structure meant to combine existing Houzz tools with brand new features in a clean, intuitive interface (you can find a bit more on that here).
During this time, I saw how product decisions were guided by direct feedback from the professional community. In learning about the home remodeling process, I found that the way Houzz built products was similar to how home professionals build homes: by listening to what the client wants and building something tailored to their needs. I felt that telling this story was the best way to introduce Houzz Pro to our audience. We could speak in their language – because just as home professionals create beautiful spaces for their clients, we built this software just for them.
Objective
Introduce Houzz Pro to home professionals
Deliverables
1:30 hero video
1:00 cutdowns
10-15 social media cutdowns
100+ photographs
Team
Head of Design: Rebecca Galicia
Production Designer: Trudy Vinson
Photographer: Nick Klein
Production Partner: King Toledo
Process
Campaign production
One of the best parts of the campaign process was connecting with home professionals on Houzz and determining who would be a fit for the campaign. After reaching out to hundreds of pros, I found our perfect matches in Dan and Chris, general contractors based in Los Angeles, and Carolyn, an interior designer based in Oakland.
After receiving approval for the campaign from the executive team, we engaged an external agency to lead video production. I coordinated our in-house team, production partners and talent to create detailed shot lists and storyboards prior to the shoot, oversaw consecutive shoot days at the talent’s real studios and client projects over the course of a week, and managed post-production and final deliverables.
The campaign debuted at the largest trade show for home professionals in North America and has since been viewed over 100,000 times. It’s since become part of the core Houzz Pro brand identity, and the success of this campaign kicked off an ongoing series featuring diverse home professionals across the country.
