KOHLER Home Energy, an industry leader in safe, reliable backup power solutions for households across the U.S. and Canada, needed a digital strategy for engaging (and converting) two new target audience segments: high-income, convenience-focused consumers and rural, cost-conscious consumers who invest in disaster preparedness tools. And, as both segments prioritized product reliability, they wanted to push the 26 kW generator model—the most durable generator on the market.

I worked with a cross-functional team of graphic designers, paid media strategists and video producers to develop content designed for maximum resonance and 26 kW sales growth. Buyers who put a premium on convenient power that contributes to their home’s value and aesthetic were targeted with ads emphasizing the quietness and customizability of the KOHLER generator. To speak to rural buyers, I crafted messaging for assets born out of a partnership with Mossy Oak: generators available in three camouflage patterns. This stylized product was significantly more attractive to preparedness-minded customers and allowed us to garner more purchasing interest quickly when paired with reliability-forward copy. The result? A really powerful product campaign that expanded KOHLER’s market reach.