Social Repositioning
This Old House, America's most trusted home improvement brand, tapped Yellow House Creative Consulting to reposition its legacy brand on social media.
Overhauling some 30 social media profiles owned by the umbrella brands and its cast, Yellow House created an award-winning new social media strategy to make this 44-year-old brand shine in today’s landscape.
This Old House Master Carpenter Tom Silva is a breakout TikTok star, closing in on 1 million followers.
The Scope
Overhauling some 30 social media profiles owned by the umbrella brands and its cast, Yellow House created an award-winning new social media strategy to make this 44-year-old brand shine in today’s landscape.
Three years later, the entire cast is active on social media. The growth in organic reach continues, and Yellow House continues to manage all social media channels for This Old House and its talent.
The Solution
We taught the team about social media content, held in-house workshops, earned trust and fostered collaboration.
Three years later, the entire cast is active on social media. The growth in organic reach continues, and Yellow House continues to manage all social media channels for This Old House and its talent.
Our Instagram overhaul for This Old House’s Kevin O’Connor was honored by the Webby Awards in 2020. Copywriting, curation, and photo editing by Yellow House.
Results
Yellow House repositioned the trusted, legacy brand as the “cool dad.” The show experienced an 11% bump in “Gen Z” viewership, reclaimed estimated 8% of lapsed viewers and experienced a website traffic bump attributed to launch of new TikTok in 2020. Engagement on TikTok routinely outperforms other platforms, including Instagram.
We dramatically reversed a slump in organic reach. Four years in, the growth continues – as does our great working relationship with this client.
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