Stop Searching for Wood Scraps

Advertising, Digital, Media

Client

ClarkDietrich

Services

Campaign Strategy & Development, Advertising, Digital, Media Planning & Buying

The Challenge

Now more than ever, saving labor on the jobsite is vital to commercial construction pros. Our long-standing client, ClarkDietrich, wanted to tout their unique wood + metal interior wall framing backer product, Danback®, which does just that. And make sure their dollars were wisely spent in getting the message out about an innovative solution to a targeted, influential audience.

The Answer

Beavers. But you probably need more context. Danback comes to the jobsite preassembled and measured and allows installers to easily flex, snap and screw it into place between metal studs. (The traditional way forces workers to hunt down wood and build the backing themselves for heavy objects, like shelves and cabinets, on-site.) But just as importantly, our data-driven knowledge of where to reach decision-making pros made sure an unexpected creative approach yielded results. The digital-only campaign performed 162% above industry norms for click-through rates (CTR), driven largely by the interstitial ads that hit a CTR of 202% above the benchmark.

The Work