Hunter Douglas is a premium product with a premium price tag attached, but were starting to see a decline in sales and needed to reach a broader Canadian audience. For our “Home Enhancers” to understand the true benefit of Hunter Douglas window coverings, we needed to create an emotional connection to the brand.
Develop a 360, always-on strategy to drive increased traffic to the Hunter Douglas website and its showroom/specialist network, with conversion as a top priority. This included seasonal, campaign-based initiatives throughout the fiscal year in line with key promotions, which were “Energy Meets Elegance Event” & “Own the Light”.
Community developed a robust, conversion-focused digital marketing strategy that included: search, display, social, programmatic, native, and retargeting to improve top funnel awareness and lower funnel engagement. Leveraging demographic data and layering in second and third-party audience affinity data, we were able to build consumer personas, which better targeted potential in-market customers based on their behaviour and interests.
Campaigns, keywords, and ads were created for each major product line. This ensured the dollars were working as hard as possible and that the campaigns were not overshadowing one another. A standalone showroom/specialist was also launched because in-person conversion levels are particularly high for this client. We used geo-targeting within 40km of each Hunter Douglas showroom to direct local, in-market audiences to visit their nearest retailer, touch the materials, and speak with a specialist. in-person conversion
A/B testing has been a major aspect of the campaign’s success. With ongoing testing and daily optimizations¬—targeting, keywords, ad sizes, images and copy, etc.—we have been able to achieve exceptional results.
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