Real Wood Turning the Industry Upside Down
Meet LIGNIA® Wood Company. Real wood suitable both inside and out. LIGNIA is Hydrogen’s newest wood product client in the built environment category. In July, we partnered to launch LIGNIA and its products — LIGNIA, LIGNIA Fire and LIGNIA Yacht — to the North American marketplace at the Association of Woodworking and Furnishings Suppliers Fair (AWFS) in Las Vegas.
LIGNIA Wood Company is a global manufacturer of modified timber products for the construction and yacht industry. The company produces beautiful, high-performance, legally sourced FSC®-certified softwoods, made to last a lifetime through a proprietary modification process. LIGNIA is a proven sustainable alternative to Burmese Teak.
Not only was the weather hot—so was the introduction of LIGNIA to the woodworking marketplace. Hydrogen created advertising (print and digital assets) just prior to the show to drive traffic. The agency also produced an on-site video interview, a media relations campaign to garner coverage, and planned a happy hour meet and greet with an internationally known American hardwood expert and TEDx speaker, Criswell Davis, in the booth.
The effort turned heads in a big way. LIGNIA acquired 85 qualified leads and four woodworking influencers (professional woodworkers), who will create key pieces with the company. Hydrogen scheduled seven press meetings, and garnered more than 500,000 earned media impressions at a value of more than $40,000, including podcast coverage with FineWoodworking. The digital assets, placed in Woodworking Network, achieved 13.55% open rate. The video interview features LIGNIA National Sales Manager Lisa Ayala and professional woodworker Matt Buell, who agreed to use LIGNIA for a project (our first influencer).
LIGNIA. Wood made for life. Turning heads, and the industry, upside down.