The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Construction Online Campaign
Project Overview:
The Fall Johns Manville/Lowe�s promotional campaign posed a unique challenge; to effectively use online units to drive consumer engagement with a service (professional home insulation installation from Lowe�s) that is generally classified as low engagement via online. Through audience insight development, Faction was able to develop humorous and relatable story lines that captured the audience�s attention and encouraged them to take part in the user experience.
Objectives:
Qualitatively, the objective was to utilize a humorous and engaging story line to bring awareness to Johns Manville�s line of insulation products and Lowe�s professional installation service capabilities; specifically targeting the female audience.
Two specific measurement goals were assigned to gauge overall performance of the campaign:
� 2% CTR
� 15% Conversion
Target Audience:
Through Faction executed historic campaigns, personas were developed to garner the best response and conversion for the Promotional campaign. The specific audience demographics that Faction and Johns Manville targeted were:
� Female
� Age 35+
� HHI: $75,000 +
Strategy:
With Lowe�s installed services program, you will get knowledgeable, responsive experts that make the process of installing insulation and saving money � easy.
Creative:
The creative approach to the Fall Promotional campaign was a mix of imagery and tone that led itself to engage and empower females to manage what could be considered a significant home improvement project. The aim of the creative from a humerous perspective was to call attention to wives that cannot get their husbands to take on DIY projects, and must take control.
Results:
� Mid Campaign: .11% CTR vs. Goal of .2%
� Mid Campaign: .22% Conversion vs. Goal of .15%
Contributors:
FACTION MEDIA
Location: United States