National Hardware, the world's leading manufacturer of builder's hardware, and Hanson partnered to design and develop a new website focusing on inspiration and motivation for DIY-focused audiences. The new site is completely project-focused — complete with how- to videos and articles from National Hardware and passionate ambassadors that use their products each day. The site includes Shop this Look content via Curulate and UGC integrations.
To support the launch of the new website, we created a four-month omni-channel digital advertising campaign. At a high level, this campaign focused on intercepting audiences who may not be familiar with the National Hardware brand as well as those who are actively searching and/or browsing National Hardware products and driving them to the new website in order to take on-site actions with the ultimate goal of generating sales and brand loyalty. Based on campaign objectives and strategic insights gathered to date, we developed an advertising strategy that targeted key audiences encompassing the following platforms: Google Search, Google Display, YouTube, Facebook, Instagram, and Pinterest, with the largest allocation focused on paid search due to our ability to create campaigns organized around search terms users search for that are aligned to key product categories. As a result, the paid search campaign generated over 2.7 million impressions from paid search, over 3,500 website leads from Facebook, and more than 1 million impressions and 300 conversions from Pinterest.
|National Hardware/Spectrum Brands
Location: United States
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