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