Building on past success promoting the PURPLE family of high-performance drywall products, which included product donations to several renovation shows on HGTV and sponsoring DIY Networks Blog Cabin Giveaway, LGA recently shifted its approach by leveraging a critical insight: consumers don’t relate to building products, but they’re interested in the home improvement projects those products make possible.
Seizing the opportunity to make a deeper emotional connection, LGA launched the PURPLE-to-Perfect Contest to engage homeowners considering renovation projects and show them how PURPLE can fit their needs in real-life situations.
The contest, promoted by PURPLE spokesperson and TV Host / Designer Anitra Mecadon, provided three homeowners the chance to each renovate a room and describe how PURPLEs products helped create the perfect spaces to fit their needs. Not only did the contest receive extensive media attention, it also produced real-world content that greatly enhanced consumer engagement online.
LGA continued traditional TV and print advertising campaigns but expanded the PURPLE story to more households nationwide using digital, public relations and social media to engage, educate and encourage homeowners to ask for PURPLE.
Improvements also came in the form of enhancements to AskForPURPLE.com following a usability study conducted by LGA, which revealed small changes could be a big help to homeowners seeking to identify the right products for their projects.
The PURPLE campaign is delivering impressive results to date, including:
- 100 million+ TV impressions nationally since campaign launch
- 65 million impressions for video and digital banners since inception
- 500 million media impressions from public relations activities to date
- 29 percent increase in social media engagement in 2016
- 184 percent increase in visits to AskForPURPLE.com in 2016