California Closets is committed to providing superior products and bespoke customization; however, the brand was concerned it wasn’t connecting deeply to its evolving target audiences — a mix of up-and-coming Millennials, high-earning Gen X’ers, and downsizing Boomers. In order to deepen these customer relationships and convey the quality of the brand, California Closets needed branded content that would raise awareness and inspire customers.
Redbird conceived and created Ideas of Order: a rich, editorially-driven print magazine to serve as the heartbeat of the brand. To be successful, Ideas of Order had to connect authentically with customers, reach beyond the reader’s mere organizational needs, and never feel like a sales pitch, while still driving sales. Indeed, Ideas of Order has continued, year after year, to be a tactile center of gravity for the brand while meeting and exceeding its numbers.
Ideas of Order outperformed all expectations. Only four weeks following an initial print run of 200,000 copies, distributed directly to customers, franchisees, designers, and industry tastemakers, the magazine showed a short-term ROI of $42 in sales for every dollar spent. Immediate increased demand urged two additional print runs and the launch of a corresponding microsite.
Additionally, Ideas of Order received industry recognition: highly-regarded design published Editor at Large announced the launch, titling the story California Closets Debuts a Magazine, and It’s Beautiful.” Ideas of Order also earned the top Content Council Pearl Awards for Best Magazine, Editorial and Best Magazine, Design, the Best Branded Magazine of the Year Award from the Content Marketing Association, and the Platinum Award from the International Muse Creative Awards in the publication/magazine category.