Best Overall CampaignMARKETINGUncategorized
Agency
PLC Closets has been a Wilson Creative Group client since 2017, and in 2024 with the opening of their new flagship 10,000 sq. ft. warehouse and showroom, it marked a pivotal opportunity for the brand—and the need for a fully-integrated campaign supporting their next stage of growth.
This was not simply a grand opening campaign. This was their opportunity to promote The Future of Home Customization, developed to reposition PLC as Southwest Florida’s leader in premium built-in storage solutions across closets, garages, offices, pantries and laundry rooms.
But the client did not want all customers. Only ones who would appreciate quality, and willing to pay for it. That mindset shaped every element of the campaign.
The campaign came to life across web, print, email, broadcast, social media, digital display and public relations—all sharing a consistent tone, aesthetic and message. Our work emphasized PLC’s core strengths too: thoughtful design, trusted quality and a seamless customer experience.
We began by developing last, first. Web leads will all come from an advertising source, so this had to be the best answer to the viewer’s curiosity—and resonate to further spur interest. The simplified user experience, along with the compelling visuals draw you in, the content and flow keep you there, and the sublime way of selling has you calling. All with the sophisticated goal to optimize for conversion.
AI tools, specifically Midjourney, were used to maximize creative output within a modest budget. A range of virtual photography of closets, garages and laundry rooms was developed to save the client the headache of photographing, saving cost and time. These images showed precisely PLC’s range, calibre and capabilities. The :15 TV spot used these AI images and an AI voiceover created to maintain polish without incurring more studio costs.
Digital assets and digital advertising in the campaign were designed and deployed—banner ad designs, sponsored ads and regularly deployed e-blasts. These branded messages were consistently out in the marketplace to prompt awareness and remind folks of their luxury custom closet.
This campaign extended through print advertising and collateral, including a tri-fold brochure, B2B one-sheet and a product-focused capabilities brochure—each designed to be used by both the sales team and showroom visitors.
The result was a unified and scalable campaign built around the belief that not everyone is the right customer. It drove qualified traffic to the new showroom, increased engagement across channels and positioned PLC Closets for continued growth in both consumer and trade markets.