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Elkay

Purpose

Every year, Elkay participates in the largest trade show of its kind, The Kitchen
and Bath Industry show – otherwise known as KBIS – that showcases the
products of over 600 exhibitors and attracts more than 100,000 attendees.
January 2020 was Elkay’s 100 year anniversary, and Elkay asked August
Jackson to create an activation that would celebrate the centennial and
shine a light on the family values that are truly at the heart of their brand and
culture.
The results were spectacular. The Elkay Neighborhood was a fun and exciting
experience for every visitor that set foot in the space and very different from
the sterile, museum-like exhibits of their competitors. It cemented Elkay’s
reputation as the approachable and family oriented brand – and ultimately
won the coveted “KBIS Best Large Booth Award”.
In 2021, in the midst of the pandemic, the challenge became: “How do we
build off of the success and momentum of last year’s in-person experience,
showcase new product innovations, and continue the legacy of warmth, fun,
and family values – but in a way that is entirely virtual?”.
The solution? August Jackson built the Elkay Virtual Neighborhood: a one-ofa-kind, highly immersive, interactive product showcase, bringing the
neighborhood experience online in a format that will live on, evolve over
time, and keep visitors returning again and again.

Approach

The team designed and developed a virtual interactive
neighborhood consisting of five unique houses – each featuring
a different Elkay product. The features and benefits of each
the product were highlighted through the use of video, photo
galleries, custom interactivity, and infographics, giving
attendees the opportunity to choose their own adventure as
they virtually strolled through our neighborhood.
Elkay continues to position themselves as a leader in the
industry, and we helped them do just that. We crafted, scripted,
and produced an event series (which was integrated into the
website) as a venue for Elkay’s thought leadership, new product
showcases, and messaging. The events targeted specific
audiences, including industry influencers, VIPs, media, and
Elkay’s customers and prospects.
The Elkay sales team used the site as a tool to recreate 1:1
personal connections by giving customers a personalized tour
of the Elkay neighborhood – sparking conversations, building
rapport, and showcasing Elkay’s latest product innovations.

Screen shots of Elkay

impact

The virtual neighborhood was intended to be an extension of
their presence on the KBIS platform but quickly became a
priceless asset, since the main trade show portal experienced
tech issues the first day which went unresolved. This
investment ensured that their team was able to engage with
their most important communities without interruption. In
addition to being a lifeline for the show itself, the Elkay team
was able to:
• Drive over 77,000 media impressions
• Increase the team social following by over 100 in less than
a week
• Generate over 2,000 leads
The site continues to evolve and expand as a dynamic asset,
showcasing ongoing product innovations through the
months and years to come.

 

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Baltimore, MD 21224

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