Ridgid Combined Social Paid & Organic Efforts Driving 86% of Total Impressions Around Holiday Initiatives
Drive relevant awareness and engagement around two Ridgid’s holiday initiatives, “2015 Gifts for Pros” and Black Friday.
Within three weeks, Ridgid had a total of 500K Twitter impressions on holiday content, in which, 86% of those impressions were driven by Insightpool’s combined paid and organic marketing efforts.
“We knew we’d reach a larger and more relevant audience by using Insightpool’s platforms, but were impressed by the total number of impressions we garnered in such a short amount of time. We now see the importance of combining paid and organic to obtain maximum reach and engagement.” – Brian Stearns, TTI Group
Keys to Success:
1) Identify & Segment the Most Relevant Audience
Ridgid wanted to specifically target three types of potential customers of their products. These three types included:
- Dads who shop at Home Depot
- Male Woodworkers
- Males dealing with professional construction (such as contractors)
By analyzing thousands of behavioral data points from social users, Insightpool identified Ridgid’s potential customers and targeted them through both ad optimization and organic messaging campaigns.
2) Drive Brand Awareness
Using Insightpool’s Twitter Ad Optimization targeting, Ridgid’s social ads reached the most relevant audiences while maintaining a low cost per video view. One ad campaign consisted of an embedded holiday video and the other a link to the holiday landing page.
3) Increase Organic Engagement
Through Insightpool’s Organic Marketing Platform, Ridgid interacted with potential customers in a personal way. One organic campaign consisted of 1:1 light-hearted messaging around the holiday video and the other around the link to the holiday landing page.
Takeaways and Next Steps
Insightpool works to help brands reach consumers in the most efficient and genuine way possible, keeping brands top of mind in their industry. Through Insightpool’s Ad Optimization targeting and 1:1 organic messaging, the TTI Group-Ridgid saw impressive results in total impressions and engagement rate as well as the low cost per video view.
Insightpool works to help brands reach consumers in the most efficient and genuine way possible, keeping brands top of mind in their industry. Through Insightpool’s ad optimization targeting and 1:1 organic messaging, the TTI Group-Ridgid saw impressive results in total impressions and engagement rate as well as the low cost per video view. This supports that brands should focus on combining the power of both paid and organic efforts because Insightpool’s optimization targeting informs a more intelligent ad spend while the added 1:1 organic messaging leads to controllable, personal interactions between a brand and potential consumer. Insightpool looks forward to partnering with the TTI Group for future social campaigns to further increase awareness and engagement for the Ridgid brand.
About the Company:
Ridgid, a subsidiary of the TTI Group, is one of the leading manufacturing companies of hand tool for home improvement, repair, and construction industries.