Project Description

GAF

Goal:

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

Strategy:

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.

Results:

61,000

“Shop Now” Clicks To the Home Depot page

394,000

Video Views on YouTube Discovery

+20-600%

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

+45%

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