DAP
Analytics|Creative & Production|Media
Activating responsive video creative and strategy to boost sales at Home Depot.
The Situation
DAP approached Hawthorne to market their new product the Eclipse Wall Repair Patch. DAP sought out an efficient way to introduce the Eclipse Rapid Wall Repair Patch to the marketplace via a format that would help demonstrate Eclipse is the strongest and thinnest drywall repair solution. Target consumer would include A 25-54, Pros – Contractors and DIYers.
Hawthorne's Solution
Hawthorne’s responsive TV and Digital creative (:15, :30, :60) for DAP’s Eclipse showcased the simplicity of process: patch, paint and finish. The messaging reinforced the benefits of no spackling and no sanding, as this means projects are finished faster with ease. Hawthorne also created a microsite for the product, www.eclipsepatch.com, for utilization in drive to E-commerce testing. Simultaneously the product was being sold exclusively at The Home Depot. The test launched in Nov 2020 and Hawthorne ran a 4-week E-commerce driving campaign, while also tracking retail sales. Testing included national Linear TV and Connected TV (CTV), plus Digital retargeting with banners. Hawthorne’s testing proved critical for supporting The Home Depot sales of Eclipse. Following initial November testing results, Hawthorne then focused in December on fully driving in-store sales at The Home Depot utilizing brand response TV commercials, CTV prospecting and Digital retargeting via banners.
The Results
Eclipse has since launch enjoyed an average of 182% increase in The Home Depot weekly sales. Eclipse continues to receive online sales additionally, supporting incremental sales. The primary length utilized in rollout is the :15 for successfully driving The Home Depot sale of A 25-54, A55+ and Pros - Contractors and DIYers. Hawthorne utilizes a strong mix of high-profile national networks, with Discovery’s network platforms including HGTV and DIY Network, as the foundation of the TV media campaign.
brand success? Look to the hawthorne team
