What they asked for
What they got
THE SITUATION: NO MORE NEED FOR INTERMEDIARIES
Gerber is a manufacturer of top-quality kitchen and bathroom plumbing products. Since their products were previously only available through specialty showrooms or third-party online retailers, many homeowners were not aware that customers can now purchase from them directly on the Gerber website. The simple and affordable faucet and toilet products available on the user-friendly site are perfect for young buyers seeking to replace outdated fixtures - without breaking the bank in the process.
The Answer: USING HUMOR TO LEAVE A LONG-LASTING MARK ON THE TARGET AUDIENCE
STUPID-SMART CREATIVE CAMPAIGN
Replacing fixtures can be stressful for inexperienced homeowners, so the Stupid-Smart campaign was designed to bring levity to the situation and emphasize that the process does not have to be complicated.
ENGAGING CREATIVE & SPOT-ON TARGETING
Short video ads were created for YouTube and Instagram Stories ads, along with animated banner ads programmatically running on our demand side platform (DSP). These ads performed so well on all platforms that CPM and CPC still improved after a decrease in spending for the campaign.
We shifted to focus spending primarily on Instagram after data analysis confirmed that the platform was more efficient and effective than YouTube and programmatic banners.
Toilet programmatic banner, one size of five
Faucet programmatic banner, one size of five
THE END RESULT
The hilarious Stupid-Smart campaign made a huge impression on its target audience and reached a level of engagement well above standard benchmarks, particularly on Instagram.