armstrong ceiling & wall solutions wanted homeowners to know their ugly popcorn ceilings can be fixed.

we entertained them

Our discovery led us to understand Armstrong’s target audience was looking for house solutions on YouTube. We created two 30-second videos to play as pre-roll on ads for two different campaigns.

Each video featured a quirky, everyman character “fixing” a problem by covering it up, then applying the same logic to their popcorn ceilings.

compliments you’ll never hear

We were able to target these videos to not only those that were searching for DIY solutions on YouTube, but also to Armstrong’s target markets.

eyeballs

No matter how fun or effective the message is, it can only work if seen. To get the videos seen, we integrated a targeted approach to amplifying its reach through paid search, social media and influencer networks. These branded, awareness-building messages were placed on ThisOldHouse.com, the web companion to the popular TV show. This site was ideal for grabbing the attention of our target audience while in a DIY mindset.

Key influencers also helped promote these videos, giving Armstrong credibility in the décor and inspiration category with an expanded audience consisting of males and females 35+.

Radio

That market also listened to the radio. We created a 30-second radio ad that played in their target locations.

banners

Static banners lose eyes. But GIFs attract attention. We created a variety of display ads that moved.

mullets-are-never-classy

mattering more

1.5

m

impressions

90

k+

video views

30

k+

clicks

5.2

k

visits to site

65

%

exceeded average facebook
benchmark for sponsored
ad CTR