Overview:
El Dorado Furniture is the largest Hispanic-owned furniture retail enterprise in the U.S. Established in 1967, the company serves southern Florida through 14 showrooms and three outlet centers. The company sought a cross-market, audience-targeted advertising solution to boost full-funnel results from awareness through intent.
Strategy:
Effectv built an annual, multiscreen campaign targeted to households with millennials and those likely in the market for furniture. El Dorado split its budget 50/50 between linear and streaming, and allocated 12% to high-value sports programming, including NHL, NBA, World Cup, March Madness, and NFL Pro Bowl. The campaign was delivered across El Dorado’s three markets: Miami, West Palm Beach, and Fort Myers.
Results:
The campaign successfully reached multiscreen audiences and led to measurable, full-funnel results. In Q1-Q3 2023, the campaign correlated to an increase in web traffic of nearly 11,000 visits, or +15%. In the same quarter, the company’s website also saw nearly 2,800 conversions attributable to the campaign.
The Effectv campaign “serves as a cornerstone that seamlessly complements our other media strategies, including search and social,” said El Dorado’s Creative Director. “This holistic approach allows us to engage with our customers at every touchpoint, from initial awareness to the final purchase decision.”