Work // Showcase // Grainger
Objectives:
- Test a digital media strategy to prove its ability to drive sales amongst DIY and trade audiences
- Achieve positive revenue stream from online display advertising
- Test effectiveness of ad types and sizes in display program
- Increase local brand awareness and affinity within the Denver and Cincinnati DMAs
Tactical Approach:
- Seek out opportunities that drive mass reach against the target audience via sophisticated targeting tactics
- Behavioral targeting
- Retargeting
- Contextual targeting
- Geographic targeting
- Employ CPM and CPC buying tactics to maximize efficiency and cater to a dual objective of both awareness and direct response
- Effectively measure ROI across all digital media tactics by implementing a custom measurement program
Results:
- Distribution of the Grainger message almost 50 million times to a highly targeted and specific audience with a response rate three and a half times the national average
- Within display-only media, Grainger saw an 850% increase in sales in the Denver DMA and over a 700% increase in sales in the Cincinnati DMA
- Discovered that larger ad sizes such as 336x280 and 425x600 received higher CTRs and that the Denver DMA had better overall response performance
- Due to the tremendous success of this test campaign there are current plans for national rollout
