Challenge
A multinational home improvement retailer with over 2,000 global locations aimed to drive sales of high-ticket items, such as lumber, power tools, and major appliances, during a key promotional period. This was supported by substantial discounts across several premium product categories.
To capitalize on increased demand, the retailer planned to launch a targeted advertising campaign to reach consumers actively in-market for high-ticket home improvement products. The campaign’s primary objective was to maximize return on ad spend (ROAS) and exceed a $5.82 benchmark. In parallel, the retailer wanted to increase applications for its branded credit card, recognizing that larger purchases often correlate with new credit card sign-ups.
The retailer had traditionally relied on retargeting strategies, but saw limited results. For this campaign, the client wanted to test a new media strategy grounded in digital behavioral data, with the goal of reaching in-market consumers for high-ticket products earlier in their decision-making process.
Solution
Predactiv developed a custom retail audience designed to reach consumers with a high propensity to purchase big-ticket home improvement items.
Throughout the campaign, Predactiv collaborated closely with the client to fine-tune the segment, balancing scale and precision to ensure the audience could drive meaningful scale without sacrificing performance.
The results significantly exceeded expectations, with the campaign achieving a $28.90 ROAS, nearly 5x the $5.82 ROAS benchmark. Predactiv was recognized as a top partner, and as a result, the client adopted custom audiences for future campaigns focused on driving branded credit card applications and sign-ups.
