Bozell has launched an aggressive online ad campaign for Westlake Hardware targeted to five different audience segments aimed at increasing awareness of and sales for paint and paint related products at Westlake stores in their service territory.
Using sophisticated targeting techniques, the campaign is designed to reach prospects based on common lifestyle triggers that typically lead to painting projects. For example, research shows that parents with children 10-12 are more likely to take on the painting of their kids bedroom, because as most of us parents know, as a child grows so does their desire to express their own personality and move from kid décor to more grown up décor. The five targeted audiences are: 1) new movers 2) parents of pre-teens 3) expectant parents 4) newly empty nesters and 5) general remodelers (click on the links to see the different audience landing pages).
The online advertising creative for each segment has unique messaging and there is a custom landing page with relevant help content for each segment as well. On the landing pages, we designed the header so that the visitor could change colors of the featured room as a means to both engage them as well as heighten the connection between Westlake and paint.