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Grainger

Services Utilized

  • Online Display Advertising
  • Search Engine Marketing
  • Web Analytics

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

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