Hart Tools, a premium tool provider, partnered with The Stable, part of Accenture Song, to drive awareness and conversion of their outdoor power equipment from March to October 2022. Hart chose to work with our team on a retainer basis for our ability to develop holistic, multifaceted digital programs across touchpoints, and selected our technology, Hyphen, for its shoppable and retargeting capabilities.
Hyphen is a shoppable landing page that helps brands convert ad traffic, eliminate media waste, and deliver a seamless shopping experience from ads to retail checkouts. Unlike traditional media solutions, Hyphen provides unique insights into consumer behavior that can be leveraged to retarget visitors and improve campaign performance.
During a 35-week flight, our team ran and optimized the “Be Free” campaign across programmatic display, Meta, and TikTok promoting Hart Tools’ outdoor power equipment collection (lawn mowers, trimmers, chainsaws, leaf blowers, etc). Ad traffic was then directed to a set of custom shoppable landing pages on Hyphen where shoppers could easily browse and add items to their Walmart carts.
Using first-party data collected on Hyphen and HartTools.com, we created a custom retargeting strategy and re-engaged shoppers throughout the campaign. Because of our long-standing partnership with Hart Tools, we were able to take learnings from past campaigns (Q1 and Q2 of 2022) and tap into a pool of 1st party audiences that grows and becomes smarter with every campaign.
To avoid ad fatigue, we refreshed ad creative regularly and tested different ad parameters such as audio on/off, language (English or Spanish) and targeting to find the best ad combination. We ended up seeing the strongest results from retargeting shoppers who left Hyphen without converting using messaging like “don’t forget to add-to-cart.”
Halfway through the campaign, to continue driving better results, we leveraged psychographic data from Numerator to broaden our targeting pool and go beyond home improvement audiences. Using psychographic data, we were able to create new audiences using behavior that are indirectly related to home improvement work such as: people who host backyard parties, like outdoor activities, sports, etc. This change led to an add-to-cart of 5.9%.
Throughout the project, The Stable team worked hand-in-hand with Hart Tools’ marketing team to refine the campaign and provide robust data reportings. Twice a month, our team would deliver a tailored report to Hart, summarizing the past month’s performance and suggesting recommendations to make the campaign stronger. The collaborative nature of our relationship with Hart Tools allowed us to test many ad parameters and test new vendors, like Numerator.
The Be Free campaign generated 23.13M impressions and a 7.53% purchase intent rate, demonstrating our team’s ability to drive brand awareness and the effectiveness of our shoppable technology, Hyphen, in converting shoppers.
Our team’s ability to use data and insight throughout the campaign allowed us to make strategic recommendations to the client throughout the campaign and exceeded the project’s objectives driving a campaign ROI of 378%
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