Rewrite The House Rules
Daltile is the largest ceramic and porcelain tile brand in the U.S. and one of the largest tile brands in the world.
Luxury Vinyl Flooring (LVF) has been stealing share from the tile category, in part because the tile category has been relatively quiet promoting the benefits of tile. As part of their efforts to put the spotlight back on tile, Daltile launched a wood-look porcelain tile with revolutionary SlipDefense™ Technology. This playful campaign reminded homeowners that Daltile is unmatched in its durability, and is the best flooring option for active families with pets and kids.
The goal of this campaign was to drive interest in new Daltile EverMore tile at The Home Depot. Daltile’s new product challenged the common thinking about tile flooring with a wood-look product that featured amazing slip resistance.
We asked our audience to let go of their assumptions about tile floors, and to completely rethink how people behave on them. Our campaign solution completely rewrote the usual house rules people grew up hearing, and turned them into something relaxed and playful.
Playful photography highlighted the rule-breaking nature of new Daltile Evermore. Daltile's House Rules were featured in a carousel at the top of the page. Additional modules featured exclusive EverMore features such as SlipDefense™. We also included a :60 video on the page to provide a more engaging way to learn about the new product.
Digital and Social Ads:
On Pinterest, we featured cinemagraph animations
created specifically for Cinematic Pinterest Pins. These captured the users’ attention as they scrolled down their Pinterest feeds.
Banner ads highlighted the traditional House Rules to be broken.
Social Media ads featured the :15 video, along with stills from our campaign highlighting each rule.
The 9-week campaign delivered over 19.4MM impressions across all ad channels with display proving to be the most effective delivery channel, garnering nearly 73% of total impressions.
We saw great success driving users directly to EverMore’s Landing page with over 176,000 clicks to the campaign landing page. Paid media drove over 75,000 additional clicks to the Home Depot page.
The overall CTR exceeded industry benchmarks and the overall CPC was substantially lower than the industry average, demonstrating proof of performance against a more qualified audience targeting.