PERGO WILD ABOUT TIMBERCRAFT CAMPAIGN
In 2017, Pergo developed a new flooring product with unsurpassed real wood realism manufactured through a special 3-D printing process. Pergo TimberCraft planks look more like real wood than any previous laminate. For 2018, the entire product line gained waterproof construction for homes with messy kids and pets.
To show how incredibly close Pergo TimberCraft is to real wood, we employed the talents of forest creatures who know what's natural better than anyone. By putting wild animals in domestic situations, we showed that TimberCraft looks so real that even nature can't tell the difference.
- W3 Award - Silver
- Telly: Promotional Campaign - Bronze
- Telly: B2C Campaign - Bronze
For launch, an immersive, 360-degree image on a landing page featured hotspots that reveal detailed information about the floors and videos of animals. All of our digital ads drove to the landing page where the videos autoplayed.
We embedded our videos into a series of emails sent to prospects. Each email had a different focus: waterproof, realism, technology.
Our TimberCraft-loving animals are bragging to their social media friends about breaking inside these homes. How are they doing it? Selfies, of course.
Using how-to style pins, we positioned TimberCraft as the first step to make when refreshing a room. Specific floors aligned with different “Wild-Inspired Looks" and we featured products available for purchase at Pergo partner Lowes.com
Our TimberCraft campaign proved to be hugely successful, delivering over 43 million impressions at an average CTR of 0.15% across all channels. YouTube alone delivered over 2.1 million impressions throughout the campaign, as well as over 5,000 visits to the TimberCraft landing page. Additionally, we saw a video completion rate of 32%—significantly higher than the home improvement industry average of 10-15%. Our social videos generated close to another 4 million impressions and 535,000 video views.
This data, combined with the active engagement of our target audience—including sales—proves that our campaign resonated well with our audience.