StoreBound today announced the acquisition of digital marketing firm VideoMeals, in a move aimed at significantly expanding the small appliance supplier’s digital and social media reach. Terms of the deal were not disclosed.
According to StoreBound, VideoMeals generates millions of monthly consumer impressions through digital and social outlets. StoreBound plans to immediately integrate VideoMeals into the existing company operations. “Our primary focus is to quickly integrate VideoMeals into the company and further amplify the messaging in preparation for the Housewares Show in March,” said Phillip Underhill, chief marketing officer for StoreBound. “VideoMeals has an enormous following among Millennials, who are also the core customer of StoreBound. The current VideoMeals outlets provide immediate and far-reaching access to our target consumer. We will also explore brand extensions to leverage StoreBound’s innovative product development and marketing approach.”
Over the past year, Dash has concentrated on a social-pull marketing strategy driven by a focus on content creation. To meet what the company sees as the burgeoning demand for recipe content, Dash has acquired the Video Meals; has partnered with many Instagram celebrities (most notably Kevin Curry of FitMenCook); and has cultivated a branded channel, UnprocessYourFood, hosted by the effervescent personality, Ms. Dash.
“Content attracts consumers, leading to exponential growth in reach,” said Underhill. “With this approach, we’ve been able to engage with consumers in a much deeper and more meaningful way.”
The acquisition of Video Meals, finalized in January, is emblematic of the brand’s belief and investment in content marketing. The purchase has brought the Australian content team into the Dash fold and the company is relocating its main office in Sydney and satellite office in Sweden to the New York Headquarters of Dash. “I am so glad to be joining the incredible talent at Dash,” said Slim Geransar, founder of Video Meals. “They’re a standout company and they truly ‘get’ social media.”
In addition, the company has partnered with Instagram celebrities, most notably Kevin Curry of FitMenCook. With the combined reach of Video Meals, FitMenCook, and the Dash branded UnprocessYourFood channel, the company said it is capturing millions of impressions and growing its brand awareness as a housewares company.
At the 2014 International Housewares Show, Dash will bring its Instagram celebs together at its booth to demonstrate products and recipes live.