COLLABORATE
Home Hardware sought to increase reach and relevance, and to increase store foot traffic to their 1,000+ locations during their peak summer retail period. With 61% of Canadians planning home and garden activities based on the weather, Home Hardware partnered with The Weather Network and MétéoMédia to reach their engaged audiences across Canada.
ACTIVATE
With reach and foot traffic goals, Home Hardware sponsored The Weather Network and MétéoMédia’s highly anticipated Summer Forecast – a cross platform event that delivers detailed forecasts for the season ahead and layered in cutting-edge AI technology to deliver 422 customized location-specific video ads. This ensured a hyper-local connection with every Ontario community served by a Home Hardware or Building Centre location.
The campaign successfully:
– Positioned Home Hardware as the go-to local destination for summer DIY projects through an impactful national program with hyper-local ads for Ontario stores.
– Used location-based audience segmentation to deliver personalized ads to Canadians in close proximity to store locations.
– Leveraged AI technology to deliver a localized video with forecast and store representation in each of the Ontario communities with Home Hardware stores – unique to them.
– Utilized audience insights and Pelmorex’s Foot Traffic Attribution to measure store traffic results.
STRATEGY
By successfully leveraging the connection between weather and consumer behaviour, Home Hardware drove brand awareness and customer engagement nationwide through the sponsorship of the national Summer Forecast. Using emerging AI technology to deliver impactful connection between Ontario Home Hardware stores and their communities affordably and at scale, ensured Home Hardware was top of mind for summer DIY projects and increased store traffic.
ELEVATE
The campaign delivered strong results, including:
– 143,919 ad exposed visits and 27.44% store visitation lift from the AI generated videos, exceeding 8.6% average retail lift (Dec 2023)
– Over 23.4 million digital impressions, over achieving estimates by 61%
– 0.41% overall CTR on custom AI video units, with CTRs in rural communities outperforming many city locations
– 8.7 million total broadcast audience watched this first to market execution in their local market, slightly over achieving estimates
– Over 1.7 million total impressions on social media, over achieving estimates by 53%
Markets: English and French Canada (with an Ontario focus)
Platforms: Broadcast, Digital, Social Media, FAST, CTV, Apple News
Brands: The Weather Network, MétéoMédia and EngageFront
