American Woodmark Digital Promotions
The Challenge
American Woodmark Corporation sells their cabinetry collections at Home Depot. We have had a decades long relationship creating print materials for them such as catalogs and launch brochures – but they set us a new challenge by asking us to help them create digital materials as well to promote their brand, generate awareness, and define their differentiators.
The Strategy
Brand Video
Winner: GDUSA Awards 2019
American Woodmark realized a need for a video that didn’t just speak to their products, but also to their overall brand. This video connects life moments to the places they happen to truly show the value of an American Woodmark designed space. The theme of “Make a space that’s so you” speaks to American Woodmark’s commitment to their customers’ individual lifestyles.
Profolio
This interactive PDF was built to speak to the building professional audience as part of a more B2B digital strategy. Able to be taken on any job site, this online tool allows professionals to easily explore their options and contains useful tools that walk Pros through the benefits of American Woodmark’s Pro programs, inspirational kitchen sets and key construction information. Pros have different priorities when it comes to buying cabinets than customers – so we speak to what they care about in their cabinets.
J.D. Power
We used American Woodmark’s J.D. Power Award win for Highest in Customer Satisfaction as the basis of a programmatic digital marketing push that included both an initial and retargeting campaign. We created banner ads and landing pages for each phase of the campaign, which resulted in over 7 million ad views and over 25,000 clicks, with increased traffic to the American Woodmark website. Our two-phase campaign also resulted in 140% more people in Home Depot stores.
