84 Lumber Case Study
Building A Brand In 90 Seconds
The journey began on the largest stage
Challenge
Nothing too big, really. Just create a very big splash for the nation's largest private building materials supplier with a very niche and little known brand.
Insights
On advertising's biggest stage. With the whole nation literally watching. Oh, and on a timeline that would only be described as "non-traditional" by most agencies.
Strategy
A non-traditional, 90-second Super Bowl spot that conveys the core values of the company in a disruptive way that appeals to current brand loyalists, the expanding core audience of Millennials and a core group of prospective employees. Not to mention an integrated mix of support that included advertising, public relations, digital experiences, and social media.
Results
84 Lumber challenged us to make sure the world knew who 84 Lumber was. They challenged us to do something BIG. And we delivered. In spades. We drove engagement around the brand and the brand's values for more than three weeks, not just three hours during a football game. And that's just the beginning. The numbers not only dwarf anything 84 Lumber has ever done, they rival what any brand has ever done, anywhere.
THE WORK
Social Media Response
1,200
real-time personalized responses in 24 hours
Trending
no.1
on YouTube and Twitter
Reach
14b+
Named AdWeek's
best super bowl ad
New Social Media Fans
65,000
in a single weekend
Media Placements
+14k
Maximized Media Efficiency
28%
Active Web Sessions
2.5MM
in a single weekend, a 1,500% increase over previous average
Video Views
17mm+
Paid Search Clickthrough Rate
11%
Social Shares
132k+
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