Best Construction Online Campaign

Target Audience:
The core concept of the campaign was to reach prospective insulation purchasers in the early fall, where weekends could and should be dedicated to insulating their residences prior to winter. There were two creative executions of this online media campaign, one tailored to DIY (Do It Yourself) consumers titled ‘Insulation Wingmen’ and the other DIFM (Do It For Me) labeled ‘ThermoSpats.’

Objectives:
In September of 2011, Faction Media in conjunction with Johns Manville and Lowe’s, launched two online campaigns intended to drive the purchase of JM insulation at Lowe’s. While ultimately looking to drive measurable sales through the online experience, Faction also implemented a number of innovative media tactics to test creative components and response mechanisms.

Approach:
Our approach to market consisted of 2 creative theme executions.

• Insulation Wingmen presented a new “social” take on the DIY insulation process – “DIY projects are more fun when friends help you out.” Additionally the consumer could reach out to their friends via Facebook and email with special offers in return for help insulating.

• The second direction focused on the age-old domestic argument of “what temperature should the thermostat should be set at?” The “ThermoSpat”. The creative featured a male/female couple arguing over the thermostat, with the inherent message that a well-insulated house solves the ThermoSpat.

Both campaigns were executed through a sequential messaging media tactic, where depending on the number of times a consumer viewed an ad or whether or not they responded to a banner, a new, perceived better offer would be shown.

Our ThermoSpat campaign also used media tactics intended to gather very granular response data through multivariate testing. Based on the temperature of a certain region and whether that temperature was average or below average, a prospect could see one of 6 messages, 3 value propositions, 3 different ‘couples’ for imagery and 3 offers to the creative. Partnering with a 3rd party dynamic ad server, Faction was able to analyze over 150 combinations of the variables to determine what drives response and conversion.

Results:
The Insulation Wingmen campaign generated a 15% conversion at a Cost per Conversion of $46.23 – well below the set $70 goal at time of rollout. Additionally, the learnings of what content/tools the DIY audience responds to vs. DIFM were in-valuable and will have a major influence on campaigns going forward.

The ThermoSpats campaign provided detailed analysis into what types of messaging/offers/value propositions/imagery consumers were responding to.

Contributors:

Creative Director:	Dan Schrad
Content Director:	Rob Silk
Art Director:	Adam Obendorf
Designer:	Thomas Hutton
Account Supervisor:	Jim Sampson
Project Manager :	Greg Mendek
Digital Producer/Media:	Suzanne Schultz
Lead Developer:	Abashai Gray

FACTION MEDIA

Location: United States