Generating Awareness & Buzz to Support Product Launch

The Challenge

A building products brand that’s well-known by DIYers launched a new product to grow revenue among DIYers, as well as professional contractors and window/door distributors.

The Solution

Identifying the three primary audiences – dealers, contractors and DIYers – I mapped out a communications plan that would connect with prospects and pull them closer to the point of purchase. I created a microsite and supporting content. In addition, a YouTube ad series continues to support awareness and lead generation.

The Results

1,945 leads generated

• 686 contractors

• 1,207 DIYers

• 52 distributors

56% email open rate

• 41% higher than industry average