Let’s Get Digital.
Bradley Brown Design Group’s Digital Campaign promoting American Woodmark’s J. D. Power Award
Overview: Harnessing the Power of a J.D. Power Award
American Woodmark Corporation is a cabinetry company that sells their cabinetry collections at Home Depot. Their marketing team asked Bradley Brown Design Group to promote their 2017 J.D. Power Award win for Highest in Customer Satisfaction with a digital marketing campaign.
This targeted campaign focused on the Washington DC metro area and was divided into two stages: the initial campaign and then the retargeting campaign. A vast majority of the digital ads were distributed through a programmatic platform, while the internal marketing team at American Woodmark also leveraged social media to increase reach throughout the campaign. To execute the programmatic portion of the campaign, Bradley Brown Design Group teamed up with a strategic partner to handle the media buy.
Learn how our efforts helped increase online traffic to the American Woodmark website, but also real life traffic to Home Depot stores!
Path to Conversion:
Phase 1: Initial Launch
The campaign started by serving banner ads to audiences with a diverse range of interests related to home ownership. A programmatic media buying platform placed these digital ads throughout various sites related to home improvement, remodeling, kitchen renovations, and the DIY lifestyle. Consumers then clicked through from the banner ads to an American Woodmark landing page, promoting the J.D. Power Award along with the following targeted calls-to-action:
- Read what our customers have to say
- Download our exclusive new Remodeling Planner
These calls-to-action encouraged further exploration of what American Woodmark had to offer and provided relevant content and even social proof through customer quotes.
Phase 2: Retargeting
We leveraged the programmatic placements and created a digital sales funnel to serve custom content based on the potential customer’s prior online interactions with American Woodmark – such as clicking the initial banner ad, visiting the initial Woodmark landing page or visiting the Woodmark homepage. After consumers engaged with any of these touchpoints, a second banner ad with unique creative was served throughout websites the audience frequently visited.
Consumers then clicked through from the retargeting banner ads to a new Woodmark landing page, featuring inspirational kitchen ideas for 2018 and the following calls-to-action:
- See more of the Reading® Collection.
- Explore our catalog.
- Schedule an appointment today!
We adjusted our calls-to-action to encourage a deeper dive into Woodmark’s offering and to make an appointment, as these potential customers were now farther down the sales funnel and closer to making a purchase.
Digital Campaign Leads to Real World Results
Our banner ads resulted in over 7 million ad views and over 25,000 clicks. The result was increased traffic to the American Woodmark Landing Pages and their website. More people were exploring collections, downloading the online catalog and scheduling in-store appointments at Home Depot.
Our two phase campaign also resulted in 140% more people in Home Depot stores, and traffic to Home Depot stores peaked at the end of the campaign.
Sometimes it is not just about the award – it’s about how you use it in your marketing campaigns. Learn how we can help you promote your business by contacting us here.