Multi-channel Programmatic Media Campaign
ClosetMaid, Change Happens
Since 1965, ClosetMaid has been a category leader in home storage and organization. Headquartered in Orlando, Florida, ClosetMaid sells its portfolio of wire and laminated shelving, containers, storage cabinets and other closet and home organization accessories to some of largest home center retail chains, mass merchandisers, and direct-to-builder professional installers.
As an Account Supervisor at On Ideas since 2019, Molly Hunsinger has worked closely with ClosetMaid marketing executives on developing and implementing key areas of their annual marketing strategy including social media, public relations and digital marketing initiatives for both retail and building division.
In addition to being the account lead for ClosetMaid, responsible for managing day-to-day client communications, account supervision, scheduling, budgeting, reporting and billing, Hunsinger serves as the project manager, lead CRM subject matter expert and technical implementation specialist for their websites and CRM.
Under Hunsinger’s leadership, ClosetMaid engaged the agency to produce a multi-channel, programmatic media campaign – the first broad-based consumer media ClosetMaid invested in, in more than six years.
To offer ClosetMaid’s organizational products as a solution to consumers’ changing storage needs at home, a nationwide campaign was needed to attract new customers, encourage further investment from current customers and elevate ClosetMaid as a leader in the home organization space.
Campaign strategy and creative concepts were pitched to ClosetMaid executives January/February 2020 – prior to COVID-19 lockdowns. Ironically, the campaign concept, Change Happens, was selected.
The idea that people re-evaluate their organization and storage needs when a life change happens, such as marriage, a new child or a parent moving into the home, was the original inspiration for this theme.
The theme allowed for opportunities to weave storytelling throughout the different marketing tactics, resulting in significant content possibilities for all aspects of the campaign.
In March 2020, the campaign launched. The launch coincided with the beginning of COVID-19 lockdowns in the U.S., just as consumers hungry for home organization solutions began their online searches.
The gross media budget was $500,000. The campaign goal was to increase national (U.S.) consumer brand awareness and support sales initiatives in all channels: in-store, e-tail and e-commerce.
The plan involved a full-funnel strategy, designed to work in combination with existing paid, owned and earned media efforts and within existing budget parameters to deliver specific, creative messaging to drive click-through for site visitation so consumers could begin their customer research/purchase journeys.
The campaign was comprised of the following components, tactics and channels:
- Evergreen campaign – Awareness and Retargeting (always on)
- Two themed campaigns – Spring Cleaning (spring) and Upgrade Your Closet, UpGrade Your Life (fall)
- Programmatic display, video and social media advertising
- Campaign landing pages (evergreen and themed), sub-landing pages (evergreen, product category focused)
- Trigger-based email journey (evergreen, product category focused)
- Blog content
- Organic social media
- Web merchandising
- PR and influencer marketing
The program was a tremendous success for the client, driving increases across the board in traffic, engagement, leads and sales:
- 2:1 ROI
- More than 145 MM impressions
- All site and organic traffic 82%-100% increase in users, and 110 – 130% increase in transactions and revenue (campaign period vs. the previous year)
- Campaign drove 22% lift in overall traffic
- 86% Video Completion Rate (3.7M+ views)
- 16% Landing page conversion rate
- 46% Email Open and 19% Email CTR
The campaign won several awards from The American Advertising Association, Florida Public Relations Association (FPRA) and Public Relations Society of America (PRSA).
Following the success of the campaign, Hunsinger received the Brought it Award, an agency award that selects the winner through a staff poll that allows employees to evaluate the performance of colleagues. Hunsinger’s leadership on the ClosetMaid Change Happens campaign was cited in feedback from her team members as a reason for nomination.
The client’s confidence continues to thrive under Hunsinger’s leadership, resulting in more opportunities to expand the scope of services the agency provides, not only with ClosetMaid, but its parent company, The AMES Companies, and its family of brands.
Awards
2021 PRSA Sunshine District Radiance Awards: Campaign Commendation Winner, Integrated Communications
FPRA Central West Coast Chapter: Image Award, Public Relations Programs – Integrated Marketing
Campaign Creative Snapshot
[Best_Wordpress_Gallery id=”30″ gal_title=”ClosetMaid Change Happens”]Evergreen Landing Page Links
Molly is fun to be around and exudes a quiet confidence. She has gained the implicit trust and confidence of the ClosetMaid team – both consumer and builder teams. She manages client expectations, knowing when to push and when to take a pass with little consequence. She has a level of maturity and calm that helps to keep team drama at an all-time low (on both sides). – Patricia Courtois, EVP and Chief Client Officer, On Ideas