Corian®
Inspire limitless design.
Get architects and designers to consider Corian® Solid Surface as the way to express their boldest ideas.
Client Challenge
While they earned their place over the decades as makers of high-performing materials, Corian® was faced with competition upstaging them as a vital creative partner to architects and designers. To unlock the growth potential of their Solid Surface product, Corian® called on us to spotlight its unlimited design potential. It was time to shift the perceptions of bold creators driven to not just fill a space, but to exclaim it.
Planit's Solution
Reintroduce Corian® Solid Surface as a versatile design solution for hospitality, education, and healthcare environments—positioning it as a source of endless inspiration for creators shaping iconic spaces rich with color, texture, and form. “WOW That’s Corian®!” is more than a campaign; it’s a call to action for the industry’s boldest minds to bring their brightest ideas to life.
The Campaign
The campaign was filled with imagery and messaging that celebrated the craft of turning visionary ideas into captivating spaces. It placed the boundary-pushing possibilities of Corian® Solid Surface front and center at every touchpoint.
3D Renders
To call attention to the expressive presence of Corian® Solid Surface, we leveraged 3D renders as essential elements throughout our creative. By immersing architects and designers in the product’s visual aspects, the renders spurred them to see past the material to its statement-making power.
Social
Our paid and organic social engaged forward-thinking designers with a strategic stream of color-rich stories, reels, and videos as dynamic as Corian® Solid Surface itself. Beyond raising awareness and building excitement, it connected highly qualified leads to information and people who spoke their design language.
Digital Banners
Our trade display banners gave architects and designers a glimpse into the dramatic visual power they could create with Corian® Solid Surface. They delivered wide, highly targeted visibility and consistently outperformed engagement benchmarks, maximizing reach and proving effective at contributing awareness among relevant audiences.
Launch Video
Introduced at a high-stakes Corian® distributor conference, our launch video mimicked the highly engaging ways Corian® Solid Surface can be shaped, twisted, and turned to exclaim the most iconic spaces. The video was an expectation-defying kickoff to our brand revival and won over an audience of key gatekeepers.
Our email campaign focused on how Corian® Solid Surface helps architects and designers shape purpose-built spaces that never forget to fascinate. Part material showcase, part thought leadership, they displayed striking design and linked readers to Corian® Healthcare and Education Design Guides that expanded on the topic.
The Design Guides
The Corian® Healthcare and Education Design Guides bolstered our campaign to explore how design leaders could solve a whole scope of aesthetic and technical challenges with Solid Surface. The Design Guides balanced creativity and credibility to elevate the brand from product supplier to authoritative design partner, while serving as a natural entry point for deeper engagement.
Landing Pages
The landing pages for healthcare, hospitality, and education spaces vividly depicted how Corian® Solid Surface could be worked into transformative designs and applied across industries. They made brand storytelling tangible, inviting architects and designers to explore Corian® capabilities through the Design Guides or direct contact.
Public Relations
Planit developed a strategic PR program to position Corian® at the forefront of design innovation through storytelling, thought leadership and targeted media engagement with an eye to reach those with a commercial focus who specify or reverse engineer product specifications. The campaign launched the “WOW That’s Corian®!” initiative through a dual-phased approach that combined a major announcement of the new campaign with sustained media outreach grounded in thought leadership and tapping into editorial relevant trend commentary to reinforce the brand’s versatility across sectors. Outreach included targeted pitching and a North American newswire distribution to expand reach among architects, designers and builders.
Results
Results
9
Total Earned Placements
34.6M
Total Earned Impressions
$320.3K
Total Ad Equivalency
46.2
Average Domain Authority of Earned Placements
549
Total Paid Placements
89M
Total Paid Impressions
