DALTILE REWRITE THE HOUSE RULES

In 2017, Daltile launched Daltile Evermore tile, a wood-look porcelain tile with revolutionary SlipDefense Technology. Daltile’s new product challenged the common thinking about tile flooring with a wood-look product that featured amazing slip resistance. The goal of this campaign was to drive interest in new tile at The Home Depot. We asked our audience to let go of their assumptions about tile floors, and to completely rethink how people behave on them. Our campaign completely rewrote the usual house rules people grew up hearing, and turned them into something relaxed and playful.

LANDING PAGE
Playful photography highlighted the rule-breaking nature of new Daltile Evermore. Daltile's House Rules were featured in a carousel at the top of the page. Additional modules featured exclusive EverMore features such as SlipDefense™. We also included a :60 video on the page to provide a more engaging way to learn about the new product.

DIGITAL AND SOCIAL ADS
On Pinterest, we featured cinemagraph animations created specifically for Cinematic Pinterest Pins. These captured the users’ attention as they scrolled down their Pinterest feeds.

Banner ads highlighted the traditional House Rules to be broken.

Social Media ads featured the :15 video, along with stills from our campaign highlighting each rule.

THE RESULTS
The 9-week campaign delivered over 19.4MM impressions across all ad channels with display proving to be the most effective delivery channel, garnering nearly 73% of total impressions.

We saw great success driving users directly to EverMore’s Landing page with over 176,000 clicks to the campaign landing page. Paid media drove over 75,000 additional clicks to the Home Depot page.

The overall CTR exceeded industry benchmarks and the overall CPC was substantially lower than the industry average, demonstrating proof of performance against a more qualified audience targeting.