We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
1 MONTH.
23% SALES LIFT.
Gerber faucets and toilets have been trusted among plumbing and remodeling pros since 1932, but consumer awareness of the brand was minimal. To capture the exploding DIY market, they needed to make an impact on homeowners.
2.718 Marketing’s strategy? Focus on millennials, whose home ownership growth and DIY ethic make them a perfect target. Get to know them and meet them where they are, online. Then use the things they love — like humor and simplicity — to challenge the big brands and gain attention by owning a truly unique space in the market.
THE GERBER PLUMBING FIXTURES GROWTH SNAPSHOT
STRATEGY
Our research uncovered three key factors in targeting millennials:
- Humor and empathy increase resonance with the millennial consumer by 94%
- They perceived replacing a faucet as a difficult DIY project
- They like to add their own touches to their homes to “make it their own”
Since Gerber was a challenger brand, we agreed on irreverent, interruptive creative that spoke to millennials’ love of humor and positioned Gerber in a niche nobody else could own. We could then use that creative to message the simplicity of installation and the custom touch a DIY Gerber faucet could add to a home.
CREATIVE
Enter Paula, the Home Improvement Fairy.
She kind of speaks for herself, doesn’t she? But for venues where she couldn’t (like banner ads), she still added an empathetic personal touch.
MEDIA STRATEGY
Tempting as it was to put Paula on every street corner in America, it was far more efficient to find DIY-ready millennials where they were.
YouTube is ranked #1 among millennials who are looking for home improvement videos, and we used programmatic targeting (DSP) to place banner ads on sites like Houzz that millennials turn to for renovation advice.
Additionally, as the client was building out their direct-buy infrastructure, we geotargeted locations near participating showrooms to ensure our audiences could actually get their hands on a faucet.
As the campaign ran, we collected data and used analytics to hone the messaging and placements even further, ensuring maximum impact among potential buyers and minimal wasted resources.
THE IMPACT
In just the first month of the campaign, sales jumped 23% as over 1,500 people clicked on Paula. Millions of people saw the ads, too — so even those who didn’t buy a faucet during the campaign have now heard and seen the Gerber name and their gorgeous products.