plaid is one of the world’s largest, most diverse manufacturers of d.i.y craft products. it also serves as the parent company for a lot of well-known brands:

plaid-brands

Plaid and its sub-brands had a strong presence in brick and mortars, but online sales only represented 2% of their revenue.

With such a large portfolio of projects, LEAP Agency was tasked with building an e-commerce website that was easily managed and collected inventory with every sale with every brand.

martha-steward-brands

brand guidelines

LEAP Agency couldn’t start categorizing the products without first understand the brands.

plaid-guidelines
plaid-style-guidelines

After completing brand books for each brand under Plaid, LEAP Agency began planning toward a single website that could work for all brands.

new website

Plaid needed a website that maintained their brand products, as well as it's sub-craft-categories.

To manage all 12 craft brands under Plaid, we created multiple websites, based on the brand’s respective audiences and craft products.

With 12 brands and hundreds of categories, they wanted a site that could manage inventory of all products and provide a simple shopping experience. Because when people are crafting, they should be able to easily find the specific project needed to make their project HGTV-worthy.

for the easiest experience, and after a process of heatmapping and user-testing we gave the consumers three ways to shop:

By Product

By Product

By Project

By Project

By Brand

By Brand

With such a large portfolio of projects, LEAP Agency was tasked with building an e-commerce website that was easily managed and collected inventory with every sale.

plaid-homepage

After categorizing their inventory per brand, we worked with our IT team to set up an infrastructure within Kentico to not only house thousands of products, but track inventory and flag both the brand and consumer when a product is out of stock.

plaid-shop

social

In addition to the websites, we increased Plaid’s social presence.

social-graph

The trend of DIY crafts and DIY-ers left us with no shortage of influencers to work with. We partnered with Handmade Charlotte to create not only social content, but original crafts using one of Plaid’s products.

Craft experts Cathie and Steve created a Modge Podge video series on YouTube.

Finally, LaurDIY got her own page on the new Plaid website, filled with her myriad of diverse craft projects. We worked with these influencers on a Facebook “Like” campaign, which grew Plaids Facebook audience by 51% in one month.

And though a lot more effort was pushed to Plaid’s YouTube, Instagram and Facebook channels, the craft brand saw the biggest return on Pinterest, driving the majority of traffic back to the Plaid site to purchase products for a specific traffic.

mattering more

1.3

M

social media followers across all channels

51

%

increase in follows on facebook

100

K

followers on pinterest

37

%

social media followers Across all channels

74

%

increase in organic traffic

28

%

increase in time spent on site

Magazines that featured Plaid:

plaid-magazines

3.4

M

product views in one year