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A diamond
in the rough
DIAMOND KOTE
Brand Building
Brand Strategy
Campaign Strategy
Fame Building
Integrated Campaigns
Lead Gen
Media Strategy and Buying
Build a brand. Create a campaign. Get leads.
When we first met Diamond Kote, they were a premium siding company focused on driving growth through one-on-one sales.
Outside of regional contractors, no one knew who they were.
Diamond Kote wanted homeowners to ask for them by name.
Our job was to make that happen.
Be bold
Our first major challenge was to create a distinctive space for Diamond Kote as a brand.
We developed a range of concepts that explored different ways to address the brand’s unique position.
Be distinct
We compared their brand assets with the competition and found their colors and logo simply did not stand out.
So we redesigned Diamond Kote from the bottom up, because brands should be scene and not herd.
Create a campaign around
a category entry point
Our research showed that homeowners think about siding once, maybe twice, in their lives. But when it comes to making such a massive investment, they want to make their dream exterior a reality, without feeling limited.
However, most siding options for new homes are limited to the same old materials and styles. Because Diamond Kote® literally comes in any color and a variety of styles, homeowners truly have endless design options.
So we leaned into the Category Entry Point of “Feeling limited by choices” and Dream Without Limits was born.
Create an integrated campaign
To bring “Dream without limits” to life, we created an “infinite tunnel” of siding options.
We carried this strong visual metaphor through every tactic in the campaign.
Get leads
Because at heart, Diamond Kote is very much a sales-driven company. And what does the sales team love more than anything?
Piping hot leads.
We deployed lead-gen tactics, delivering 57% above our goal, three months ahead of schedule.
Layered long-
term tactics
In designated markets, we deployed long-term tactics like billboards, TV, radio and print to determine if our short-term tactics would see a lift.
It worked
The long game amplified the short game.
Regional markets with additional mass media saw a lead increase that was 73% above markets without it.
The multiplier effect of short and long
Additional mass media and long-term, brand building tactics had a positive impact on short-term sales.
We also saw a lead increase of 73% over regional markets without it.
RESULTS:
Search
- Impressions – 5.5 million
- Search CTR – 11.27%
- Leads – 8,367
- Conversion Rate – 3.38%
- Share of Search rose from <5% to 15%
Meta
- Impressions – 4 million+
- Search CTR – 2.07%
- Leads – 4,201
- Conversion Rate – 4.86%
Programmatic Display
- Impressions – 5.75 million
- Clicks – 3,740
- CTR – 0.06%
Programmatic Video
- Impressions – 2.3 million
- Completion Rate – 99%
Broadcast
- Impressions – 9 million
Radio
- Impressions – 2.3 million