Project Description



To increase brand and sales lift for GAF products among roofers who shop at The Home Depot locations across key markets in the Central and Eastern United States


DCW ran an 8-month digital campaign, part of an omni-channel campaign during peak seasonality. The comprehensive digital strategy involved Programmatic Audio, YouTube, Display banners, Pre-Roll Video, Social Media, Native Video, Geo-Fencing, and a custom-built Contobox Rich Media Unit. Roofers were targeted using a blend of Programmatic buying, People-Based 1:1 proprietary lists, and geo-fencing roofing distributors and industry events.



“Shop Now” Clicks To the Home Depot page


Video Views on YouTube Discovery


Performance vs. Rich Media, Social, Audio, Display, YouTube CTR Benchmarks


In-Stream Video View Rate vs. YouTube’s platform benchmark