108% YoY Lift in Website Conversions

Challenge

Compact Power Equipment Rental (CPE) was a data immature company that 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. While maintaining aggressive sales goals, they simultaneously needed to one, create a new equipment rental story to include other rental equipment categories, and to generate 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. And though there is strong affinity for The Home Depot brand, it’s not yet there for the Rental brand. 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

Develop a full-funnel, cross-channel marketing strategy that leverages geographical seasonality, target audience media consumption and purchase behaviors, and differentiating 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​
• A complete overhaul of content approach resulting in 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%