Influencer Campaign
OVERVIEW
Dan Pelosi, the creative behind @GrossyPelosi, is a cookbook author and content creator with a vibrant, engaged following. Known for his colorful and approachable food content, he wanted his kitchen to reflect the same energy. He turned to Semihandmade to bring vibrant color into his space using our DIY door line. With a sizable and engaged Instagram following of 171K (and an impressive 2-13K engagements per post), Dan’s kitchen would become the backdrop for much of his content going forward. The kitchen design would showcase Semihandmade doors and serve as the foundation for his ongoing content production.
GOAL
The primary goal of the collaboration was to leverage Dan’s penchant for color and his loyal, engaged audience to promote Semihandmade’s paintable DIY door line. By incorporating Semi cabinets into Dan's upstate New York kitchen, we aimed to boost visibility, attract potential customers, and showcase how easily Semihandmade’s customizable, high-quality cabinet doors could bring big personality and vibrancy into a space.
CREATIVE STRATEGY
The heart of this collaboration was about more than just a cabinet install—it was about storytelling, visibility, and creating a joyful, highly personal kitchen that could inspire others to do the same. Semihandmade partnered closely with Dan to bring his maximalist design vision life, using our paintable DIY cabinet doors as a canvas for color, creativity, and self-expression.
I led a comprehensive marketing campaign that included:
Social: IG, Tiktok, YouTube dedicated kitchen tour, IG collaborative posts, IG live cooking event
Email: full-file Semihandmade email campaign
Substack: weekly GrossyPelosi substack mentions
Exclusive Grossy website content: exclusive inclusion in the “Guides” section on GrossyPelosi’s website with exclusive promo code.
Semi website experience: Tailored Semi website experience helping users explore and shop paintable doors with inspiration from Dan’s kitchen
PR: Exclusive in Domino Magazine
Semihandmade Cabinets serve as a backdrop for Dan’s content.
