Prudential

Audience - Led Marketing

Turning Dreaming into Doing

As part of our 10 year partnership with The Home Depot, we’ve helped them shift to an audience-led approach, building customized marketing campaigns across a variety of key audiences, such as Movers, B2B Pros, GenZ, First-time homebuyers, Remodelers, and many more.

One way we’ve engaged the first time home buyer audience is through an innovative partnership with Pinterest. We wanted to give these new homeowners the confidence to move beyond just inspirational pin boards and turn their “befores” into their very own “afters.” So we created Built-in Pins, a series of Pin-worthy rooms literally built from scratch inside a Pin. For the first time, people could see every step of their inspiration brought to life, and with the first shoppable 360 experience in Pinterest, people could shop the products directly within the platform. We created over 1,500 pieces of content with full-funnel media strategies to drive conversion…and also won a Cannes Lion.

REACHING FIRST - TIME HOMEBUYERS // PLATFORM INNOVATION

You’ve Never Been More Ready

One example of our work with the Home Remodeler audience is a recent campaign called, You’ve Never Been More Ready. The Home Depot wanted to showcase their ability to support and encourage all kinds of homeowners across their full remodeling journey. But every remodeler is as unique as the remodel itself. We developed the creative platform, then scaled the idea across 6 different consumer journeys with personalized content tailored to each channel and type of remodeler. With a 5 day production, the result was over 270 pieces of content, including 17 Videos, with personalized messaging across our unique remodeler personas, touching on each phase of the remodeler journey. 

REACHING THE REMODELER AUDIENCE // CONTENT AT SCALE

In-house Agency Partnerships

We often work as an extension to Clients’ in-house agency teams to help scale content creation, build more efficient workflows, or augment talent with specialized skill sets (such as design, copywriting, production, etc.). We can operate as an integrated part of your current workflows - briefing at the same time as your teams and taking on specific deliverables of a creative campaign (ie digital innovation). Or we can take on fully-integrated campaign projects from start to finish to help alleviate internal bandwidth challenges.

We’ve also worked with clients to help audit their creative development and production processes to provide strategic roadmaps around process and MarTech optimizations to increase speed and efficiencies. We’ve worked in many different capacities for clients including MailChimp, Publix Supermarkets, The Home Depot, and Advent Health. In any case, the approach is flexible and scalable based on your needs.

MAILCHIMP // MASTERCLASS SERIES