Insight
Renovations can be intimidating. Even in challenging economic times, people still want to beautify their homes. They’re just not always sure where to begin. Given budget and time constraints, they often turn to home improvement shows and videos for affordable ideas and instruction. For Moen, the opportunity was to reach this remodel-lite audience, keep the company top of mind, and position themselves as an informative and helpful resource.
Idea
As Moen’s digital agency of record, we created an online video series showing viewers easy, one-day renovations highlighting Moen products. Filled with expert tips and light entertainment, the videos motivate consumers to spend extended time with the Moen brand and promote brand/product education. Five Moen “SaturDIY” videos were created and broadly syndicated through multiple distribution methods (including expandable ad units) with placements focused on home remodeling content. Additionally, Moen also posted the videos to their Facebook page, driving further clicks and engagement.
Impact
Delivering 39MM video impressions, Moen’s SaturDIY Online Videos were viewed by 14% of the audience (compared to a established benchmark of 8%), having more than a quarter of those viewers watched to completion. Over 120,000 views on YouTube and Moen’s Facebook page have helped drive conversations around Moen and improved the brand’s overall positive sentiment in the social spaces from 84% to 91%.
Awards
W3 Award 2010, Silver, B2C Branded Content
W3 Award 2010, Silver, How-to/Instructional
Web Awards 2010, Home Building Standard of Excellence, Moen.com
OMMA 2010, Website Excellence Finalist - B2B, Moen.com