Brand Collaboration
OVERVIEW
At Semihandmade, we collaborated with Backdrop Paint to bring customers cabinet colors designed specifically for modern, DIY-minded spaces. Together, we helped customers complete the vision for their kitchen renovation project by pairing our paintable DIY doors with Backdrop’s designer-loved hues.
GOAL
The partnership had two core objectives:
Cross-promotion: Reach new audiences by aligning with a like-minded, design-forward brand.
Upsell opportunity: Seamlessly introduce paint as an add-on for Semihandmade’s unpainted DIY door customers, creating a solutions-oriented post-purchase experience and raising AOV. We wanted to expand product categories that would help customers imagine—and shop—their finished spaces all in one place.
VISUAL STRATEGY
The campaign was anchored in color, motion, and delight. To bring this collaboration to life, we built a multi-channel launch focused on playful storytelling, education, and inspiration:
Visual Direction: A bright, cheerful palette, engaging animation, and fun behind-the-scenes moments pulled audiences in.
Content Production: We produced a stop-motion video featuring our founder as painter. I mocked up each frame in Photoshop ahead of the shoot to ensure clarity and impact.
Channel Tactics: Our multi-channel approach included collaborative Instagram and TikTok posts, an animated full-file email, and a dedicated email flow for unpainted door customers. We supported the launch with a blog post and PR in Architectural Digest and Remodelista. On the website, we created a shoppable landing page and integrated cross-promotional modules across DIY and Paintable product pages to drive awareness and conversion.
RESULTS
The campaign created a full-funnel experience that felt fresh, cohesive, and high-impact:
30 fan deck orders in the first two weeks, indicating strong top-of-funnel interest.
40% higher reach on the behind-the-scenes shoot Reel compared to our average posts—showing people loved the authenticity and upbeat vibe of the content
Increased AOV among DIY customers who interacted with the paint content
Strong PR pickup and positive feedback from customers excited by the “complete-the-look” approach
By combining smart strategy with happy color, we made a compelling case for creativity—and turned the DIY experience into a more seamless, colorful, and inspiring journey.