Programmatic Case Study

Johnston County Building Industry Association

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Challenge

The Johnston County Building Industry Association had tried several marketing strategies in the past for their annual Parade of Homes, but none of their campaigns ever achieved their desired results. The client was very focused on targeting a very select audience and avoiding wasted impressions.

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Solution

We met with the client and discussed who their target audience was and what the messaging should be. Utilizing a variety of tactics including search and site retargeting, geo-fencing along with one local radio station, the client was able to deliver ads to a very specific audience online with our programmatic buying services. We were able to deliver their ads on sites like ESPN.com and CNN.com, while targeting a specific audience that followed certain behaviors online.

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Results

This client saw a 50% increase in attendance from the previous year. Additionally, the audience profile report showed that most of the people who visited their site were ages 45-54 with a high household income, which was completely different than what the client thought was their target audience, helping them hone in their future marketing campaigns.

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