In a category where tastes and trends are driven by TV influencers (Chip and Joanna), Social Media influencers (Mr Kate), celebrity influencers (Reese), and Design influencers (Daniel Arsham), CEO David Kohler realized the Kohler brand had to become an influencer in and of itself. And being an influencer means being a content creator. Along with L.A. based OffAbbot we led a two-year project to concept, prototype, and create the business-strategy case for a unified Kohler OTT content platform.
A COMMON THREAD
While Kohler is most famous for its kitchen and bath products, the company also makes power generators, has golf and spa resorts, owns sister brands Kallista, Ann Sacks, Sterling and Robern, and plays a significant role around the world on sustainability, access to clean water, and conservation. We developed a unifying, narrative premise that aligned the entire company behind a singular content story and developed a multi-tiered OTT platform that could deliver revenue-generating original and branded content.
SHOW CONCEPTS
With an agreed-upon, company-wide narrative in place, we developed a wide range of original show concepts for each of the brand's core audiences: millennial and Gen X home owners, professional architects and designers, golf enthusiasts, and political/climate thought leaders.
150TH BRITISH OPEN
Working together with Conde Nast, we created a global streaming opportunity for Kohler to feature their company owned properties at the Old Course at St. Andrews: The Old Course Hotel, the Jigger Inn, and the Hamilton Grande which surround the most famous golf course in the world and home to the 150th British Open. Hosted by Sky Sports' Iona Stephens and The Golf Channel's Matt Adams, we provided distribution to more than 32 million people through GQ Sports, Conde Nast Traveler, Architectural Digest and Bon Appetit websites and YouTube pages.
