WD-40 approached us to build brand awareness and tap into new and specific niche audiences through additions to their media mix.
The WD-40 Company has been a staple in American households for over 65 years. The brand’s mission is to deliver unique, high-value solutions for a wide variety of maintenance needs.
The Stable analyzed campaign data on WD-40’s demographics and drew the conclusion that millennial professionals were less familiar with the brand, unveiling an underserved market and new growth opportunity for the brand.
While product-focused campaigns still served a purpose in educating audiences about WD-40’s portfolio, we wanted to introduce a new media channel that would allow them to better target the next generation of trade professionals and serve as an initial touchpoint for younger users.
Enter Connected TV (CTV): an internet-connected device that a customer uses to watch video content online (like a Smart TV) and allows brands to target specific audiences more granularly.
Using CTV, WD-40 delivered their message directly to millennials in their homes when they were actively engaged in the content they were already consuming.
Households Reached in Three Months
Impressions
Video Ad Completion Rate
Leveraging CTV helped WD-40 increase brand awareness and build brand credibility among millennial professionals, leading to over one million impressions and a 93.5% ad completion rate (number of times the ad is viewed to the end).
“The Stable is an extension of our team. They understand our business, values, and deeply root themselves in our culture to provide excellent service that drives a strong ROI.”
Patricia Olsem, President, Americas at The WD-40 Company
