Our work

Reclaiming the Market

As peel and stick wallpaper became ubiquitous, premium wallcoverings brand Chasing Paper faced tough competition. Once a pioneer of the peel and stick wallpaper movement, the brand needed to revamp its approach to regain share of voice as and grow its offering to stake claim as a leader in wallcoverings. To do so, Chasing Paper enlisted Diffusion to activate a strong and consistent earned media approach that would re-establish the brand as a leader in design forward prints, patterns and wallcoverings.

Insight & Idea

With ever-evolving Google algorithm updates impacting the media landscape and testing the limits of DTC brands, Diffusion knew a consistent series of brand and founder profiles coupled with a robust creative designer partnerships, industry event appearances and optimized performance PR strategy would help move the needle on sales-driving coverage to help grow share of voice and increase sentiment.

Impact & Action

To bring this campaign to life, Diffusion took a performance marketing approach, implementing an aggressive media strategy that would elevate Chasing Paper’s narrative in hot-topic discussions around home and design. Diffusion supported ongoing activations and design industry events with Business of Home, and amplified awareness through collections with top designers like Max Humphrey, Jenni Yolo, Fariha Nasir and more. The performance-driven strategy incorporated ongoing affiliate analytics to optimize sales-driving media coverage in top-tier outlets like Wirecutter, LA Times, Apartment Therapy, and more.