When Camman Lighting sought to relaunch and reposition their Infinilite Series, they turned to our team for a full-scale marketing campaign to bring new energy and an expanded product experience to this flexible linear lighting system.

Camman’s goal was to reset the Infinilite product and its expansive list of features within a crowded linear lighting marketplace. Our team started by auditing and analyzing Camman and its key competitors to form the basis for the marketing strategy:

• Pivot away from marketing content that currently focuses on custom capabilities and direct future content to promote a “Complete Linear Family”, “Architectural Grade Details”, and the product’s BAA Certification.
• Expand the product portfolio to have pre-designed documentation for a large number of their Linear products.
• Rebuild the specification sheets to simplify the ordering logic and expand the amount of product information and details.

We provided fresh, specifier-focused copywriting and built a dedicated section on the Camman website outlining the Infinilite offering, application potential, and spec tools. Our team also developed a complete set of product and application renderings, a teaser video, and multiple social media assets that targeted lighting agents and designers. To extend the launch campaign, we supported Camman in producing and promoting a live webinar, complete with presentation support, registration-based email campaigns, and post-webinar sales materials.

“YLB’s ability to understand our Infinilite product line, coupled with their experience in our industry, proves to be an invaluable asset to our company and our brand, “ said Brian Charney, President at Camman Lighting. “This product campaign, along with any other projects they’ve worked on, always exceeds our expectations, and we look forward to more collaborations in the future. YLB’s marketing team feels more like an extension of our in-house team here at Camman Lighting versus an outside resource.”

The result? A clean, confident relaunch that reflects the modular strength of the Infinilite Series and gives Camman’s rep network the tools to spec and sell more effectively within a highly competitive market.