Home & Garden
Challenge:
Encourage consumers to use an online tool that allows them to visualize potential paint colors in a 3D virtual home while promoting on-trend hues.
Solution:
Frame a full-page formatted Feature around trending colors in home design, including high-resolution images, while promoting the online tool as a useful resource for visualizing a completed project. Distribute the content to a nationwide network of publications to generate earned and paid placements. Further promote the content via social media and cost-per-click campaigns designed to reach consumers directly.
Results:
- Earned Media – 363 placements & 18,663,303 impressions
- Paid Media – 2,677 placements & 597,690,246 impressions
- Social Media – 9,285 engagements & 153,176 impressions
- Content Amplification – 5,590 clicks & 388,447 impressions
- Total Program Ad Equivalency – $2,540,216
- Total ROI – 168:1
Challenge:
Highlight a line of laundry detergents with a precision pour cap that allows consumers to use less detergent while lessening residue and buildup in washers, dryers and clothes.
Plan:
Produce a formatted full-page Feature sharing healthy home habits paired with tips to create an organized laundry space. Distribute and promote the content to a nationwide network of print and digital publications then amplify engagements and impressions using social media and cost-per-click campaigns.
Results:
- Earned Media – 369 placements & 10,121,119 impressions
- Paid Media – 2,687 placements & 755,471,140 impressions
- Social Media – 8,875 engagements & 161,406 impressions
- Content Amplification – 5,999 clicks & 386,937 impressions
- Total Program Ad Equivalency – $3,104,156
- Total ROI – 202:1
Challenge:
Show homeowners a range of ways brick can be used as part of a design aesthetic.
Solution:
Pair eye-catching home interior images showcasing brick with ideas for incorporating it into various design styles. Design a formatted half-page layout to bring the content to life and distribute to a network of print and digital editors across the country using earned and paid tactics. Drive consumers directly to the client website through a cost-per-click campaign to generate clicks and impressions.
Results:
- Earned Media – 295 placements & 17,510,233 impressions
- Paid Media – 1,267 placements & 309,481,529 impressions
- Content Amplification – 4,233 clicks & 220,089 impressions
- Total Program Ad Equivalency – $1,732,080
- Total ROI – 266:1
Challenge:
Encourage regional consumers to utilize an annual guide of local home service providers when hiring for projects related to their homes.
Solution:
Utilize a half-page formatted layout to present consumers with DIY tips for completing seasonal home projects to reduce heating and cooling costs, highlighting the guide as an easy way to hire a top-quality company in your neighborhood to help complete the work, if necessary. The content was distributed to publications in 10 predetermined DMAs across two states to generate earned and paid placements with further promotion via a regional social media campaign to the same markets to reach consumers directly.
Results:
- Earned Media – 62 placements & 8,636,328 impressions
- Paid Media – 2,677 placements & 25,889,535 impressions
- Social Media – 3,669 engagements & 25,889,535 impressions
- Total Program Ad Equivalency – $234,974
- Total ROI – 54:1
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