Celebrating 70 Years of Innovation
Baldwin Hardware - A Legacy of Luxury
Discover how Baldwin Hardware marked its 70th anniversary, blending tradition with contemporary flair.
Challenges & Objectives
Celebrating the Past, Embracing the Future
In honor of its 70th Anniversary, Baldwin Hardware wanted to celebrate this impressive milestone without making the brand seem antiquated. The objective was clear: elevate awareness of Baldwin’s rich history with a year-long campaign positioning the brand as both timeless and modern in the competitive home hardware industry.
Solutions & Implementations
Bold Moves for a Bold Anniversary
Embracing the theme 70 Years Bold, Baldwin leveraged its stature as a luxury brand to forge a unique connection with the world of fashion. The campaign featured couture headpieces and gowns inspired by seven decades of distinctive door hardware and showcased by Baldwin Couture Models at various high-profile events and trade shows. The strategy successfully created buzz and underscored the brand's commitment to elegance and quality.
Results & Impact
Celebrating Success Across Channels
The 70 Years of Door Couture theme was successfully integrated across all marketing communications platforms, establishing a fresh and unexpected link between Baldwin’s door hardware and high fashion. Highlights included a high-profile launch party in Las Vegas, drawing over 300 industry professionals, and a dynamic social media campaign that generated over 500,000 impressions. A dedicated microsite and blog kept the industry and consumers engaged with the anniversary celebrations throughout the year, significantly boosting website traffic and media impressions.