IMC Outdoor Living, North America’s leading producer of recycled rubber landscaping products, challenged UPBrand to raise awareness and drive purchase of its rubber mulch products at Home Depot and Lowe’s. Since IMC had already cornered the recycled rubber mulch market with a handful of regional brands, our main task was to convert wood mulch users with a category sell. Using carefully targeted surveys, we uncovered two primary attributes on which we would develop our creative strategy – rubber mulch doesn’t feed weeds and it prevents annual mulching.
Services
- Brand Strategy
- Campaign Development
- Photography
- Social Media
- Website Design
WEBSITE DESIGN
To house all the benefits, FAQs and retail search functionality, we built an easy-to-consume microsite, complete with brilliant photography and cheeky copy.
DIGITAL STRATEGY
Our strategy shifted during the coronavirus pandemic. With careful placement maneuvering, we rolled out search, display, social and Spotify ads across 4 test markets that resulted in an incredible 12.6% landing page conversion rate.
Pinterest generated unprecedented engagement and landing page visits, and nearly 7,000 Spotify listeners navigated directly to the landing page because they remembered the URL from the radio spot.