May 5, 2016
To kick-off the spring outdoor living season for our long-time client Trex, the world’s largest manufacturer of high-performance, wood-alternative decking, LCWA successfully pitched and secured high-profile exposure for the brand on “Home Front,” a live online Q&A hosted by The Washington Post. The widely followed and interactive platform proved to be an ideal showcase for Trex’s new spokespeople – deck experts and home improvement TV personalities Paul LaFrance and Kate Campbell, a.k.a. “The Trexperts.”
During the one-hour “Home Front” chat hosted by The Washington Post Home & Design Writer Jura Koncius, participants submitted questions related to their outdoor living spaces to be answered in real time by the Trexperts. Paul and Kate fielded 25 questions on a variety of topics, ranging from decking materials and colors to outdoor living accessories and deck maintenance. During the course of the conversation, our Trexperts highlighted the many advantages of composite over wood decking, and were able to organically promote the Trex brand and drive traffic to Trex.com.
Based on the success of the live chat, excerpts were then selected to be featured in an outdoor living article published in the April 28 print edition of The Washington Post. Overall, more than 40.4 million consumers have learned about the advantages of Trex composite decking over its competitors. Plus, the Q&A will continue to pay dividends, as it will “live” on the newspaper’s website and continue to drive traffic to Trex.com.