OVERVIEW:
Carpet & Tile Mart is a third-generation family-owned and -operated flooring business with a proud history of providing unique value, massive selection, and unsurpassed customer service. Today, the company operates 12 flooring superstores located in Pennsylvania and Delaware. To increase awareness and drive more prospective customers to its stores, Carpet Mart partnered with the local Effectv team to develop an integrated multiscreen campaign.
STRATEGY:
After a long-standing practice of utilizing print inserts as its primary form of advertising, Carpet Mart was interested in expanding its efforts to TV with the goal of attracting new prospective customers to each location. Carpet Mart first worked with Mnemonic, Effectv’s in-house creative agency, to develop engaging creative content that for its new multiscreen campaign. This creative partnership helped Carpet Mart make a seamless transition from print to video. Effectv then worked closely with Carpet Mart to launch a multiscreen campaign focused on reaching its target audience of women and families interested in home improvement, which included running the ad across more than 35 cable networks that offer the highest reach and frequency among this audience.
SUCCESS:
Carpet Mart saw great success with its campaign. Effectv’s Instant Impact – which shows the immediate lift in web traffic after a commercial airs – helped Carpet Mart to understand how viewers were finding their website and how they were engaging with the ad content. Reporting showed that Carpet Mart had an average 45% increase in website traffic immediately after a commercial aired, and engagement rates increased among both new and returning website users. Campaign insights also showed a 52% increase in users who contacted Carpet Mart to learn more about its products and services after viewing its new commercial on live TV.