Case Study · Trozzolo Communications · 2025

Westlake Ace Hardware —
Intern Campaign.

Client
Westlake Ace Hardware
Agency
Trozzolo Communications
Target Audience
Millennial & Gen Z Homeowners, 18–44
My Role
Intern Team — Research, Strategy & Content

Overview

Positioning Westlake as the go-to for a new generation of homeowners.

As part of the intern team at Trozzolo Communications, we developed a full integrated marketing campaign for Westlake Ace Hardware — a locally-owned hardware chain competing against major players like Home Depot and Lowe's.

The campaign's core challenge was reaching Millennial and Gen Z homeowners (ages 18–44) and repositioning Westlake not just as a hardware store, but as a supportive, community-rooted partner for their DIY journey.

Our overarching strategy: Demonstrate Westlake's support of young homeowners by expanding on current social content.

102
Survey respondents — original primary research conducted by the team
69%
of target audience actively doing DIY projects at home
2
Full creative campaign concepts developed and presented
3
Core marketing strategies across partnerships, digital & social

My Contributions

What I brought to the team.

This was a collaborative intern team project. My individual contributions spanned research, influencer vetting, and social strategy — here's specifically where I focused my energy.

My Areas of Work
Audience Research & Survey Analysis Housing Market Analysis Influencer Identification & Vetting Social Media Strategy Organic Content Ideation Paid Media Recommendations Platform Analysis (Instagram, Facebook, YouTube)

Influencer Strategy

Finding the right voices for the brand.

I researched and vetted KC-based influencers whose audiences naturally overlapped with Westlake's target demographic. Each was selected based on follower demographics, content alignment, and department fit within the store.

Tamara Day
Core Hardware
95K Instagram followers
24–44 Core audience age range
Millennial KC-based mom · Magnolia Network
Matt Blashaw
Core Hardware
28.8K Instagram followers
25–44 Core audience age range
KC-based home improvement personality & TV host
Katie Lee
Paint Department
4.5K Instagram followers
25–34 Core audience age range
Local KC mural artist · majority KC-area audience

Social Media Strategy

Meeting the audience where they already are.

Research showed our target audience was most active on Instagram, Facebook, and YouTube. Each platform required a distinct content approach based on their behavior and what they expected from brands.

Instagram Organic Priority
  • Clear, branded page presence for Westlake Ace Hardware
  • Short-form video series (Hardware Hacks) with consistent covers
  • Lifestyle content showcasing real homeowner moments
  • Collaborative posts with vetted influencers
  • Clear calls to action on every post
Facebook Organic Priority
  • Lifestyle imagery and name-brand product highlights
  • Community outreach and local event celebration
  • Clear calls to action driving in-store traffic
  • Content that rewards engagement and sharing
YouTube Organic Growth Opportunity
  • Identified as Westlake's platform with most room for improvement
  • Target audience is YouTube's two most active demographics
  • 51% of users prefer longer-form video content
  • Survey showed 60% of audience goes to YouTube over other socials
  • Hardware Hacks series expansion recommended
Content Series Recommendation
  • Hardware Hacks — associate-led how-to videos
  • Consistent thumbnails and cover art for brand recognition
  • Cross-posted across Instagram Reels and YouTube Shorts
  • Topics tied to seasonal DIY trends and housing market needs

Media Recommendations

Paid channels to amplify reach.

Alongside organic strategy, the team recommended a paid media approach to drive awareness and traffic during key campaign windows.

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