ITW / BuildClean
From unknown to $1MM in one year.
the ask
ITW turned to Motion to launch a new innovative product: BuildClean. It removes the majority of construction dust from a job site thereby eliminating one of the biggest pain points of a remodeling project. BuildClean helps keep homes and job sites cleaner and safer and gives remodelers a competitive advantage when selling in a new project.
the acceleration
The launch strategy began by selling BuildClean directly to remodelers. From there, we augmented the campaign with B2C pull-through. This allowed for a multifaceted push/pull approach which successfully incented both remodelers and consumers.
Our integrated marketing plan to build awareness and demand among contractors and homeowners centered around a persona-based website which offered all audiences a custom interface to learn more about the product.
Versioned direct mail – yes, direct mail – designed with a dust-like texture, spurred sales among the top 200 remodelers and generated awareness among consumers.
Print and digital media grabbed 33.2MM+ media impressions and our email drip campaign saw a 35% open rate – nearly 2X the industry average.
Product demo videos showcased BuildClean’s effectiveness at minimizing dust migration and providing a healthier, cleaner environment for homeowners throughout the remodeling process.
Homeowner Video
Sales Video
We quickly realized that homeowners love BuildClean and were willing to provide testimonials.
PR and custom content played a large role. These efforts included:
Trade outreach
Bylined articles
Broadcast interviews
And much more
Influencer outreach via the social media platform Houzz specifically targeted homeowners who were considering a remodeling project — creating an interactive dialog that prompted contractors to buy.
A special report on the hazards of remodeling dust shed light on the need for BuildClean during home remodeling projects.
the results
In the first year, ITW enjoyed over $1M in BuildClean sales. This success prompted us to evolve our website to accommodate ecommerce. What’s more, BuildClean gained incremental sales through accessory bundles and direct-to-consumer purchases.
$1MM in first-year sales
32MM+ media impressions
35% email open rate
nearly 2X industry average
1,200+ trade and consumer PR placements