Improved ROI from 3:1 to 11:1

Challenge

Compact Power Equipment Rental (CPE) was only starting its data maturity journey and needed help competing against well-known large equipment rental companies. Brunner worked with CPE to improve their data maturity, build a channel marketing strategy, and dramatically increase sales within a few years. Due to their success, they were acquired by The Home Depot. Maintaining aggressive sales was the goal. Success meant creating a new equipment rental story to include other rental equipment categories and generating awareness for homeowners and contractors alike that The Home Depot is the “one-stop-shop” you need to complete any job or project.

Insights

The rental business is a big differentiator for The Home Depot among other retail competitors. Though there is a strong awareness of The Home Depot brand, the Rental sub-brand had low awareness. 90% of professional contractors rent job equipment; however, only 25% are aware that they can rent large equipment, trucks, trailers, vans, and small tools at The Home Depot.

Strategy

We developed a full-funnel, cross-channel marketing strategy that leverages geographical seasonality, target audience media consumption, and purchase behaviors. We differentiated key messages for The Home Depot Rental to ensure that the brand is where they need to be, when they need to be there, in the most relevant way to drive the desired business result.

Results

• Improved ROI from 3:1 to 11:1​
• 108% YoY lift in website conversions​
• 73% YoY lift in clicks​
• 43% lift in impressions and 861% lift in engagement​
• Launched celebrity influencer campaign with Mike Holmes reaching over 147K pros, achieved over 154K video views, and increased blog views by 1415%