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HTH® POOL CARE

DIGITAL MARKETING CAMPAIGN FOR LONG-STANDING CPG BRAND

IDEAS.

Since 1928, HTH® has focused on creating quality, American-made pool care products. Our team was brought onboard to help increase awareness of the HTH® brand, products and services amongst its key audiences by reaching meaningful impressions in the target market during peak season (May through October). Objectives included increasing website traffic by 25 percent during peak season and lowering its pay-per-click campaign CPC below $3.00.

WORK.

To highlight a unique HTH® characteristic—its longevity—we created a campaign around moments shared in the family pool across multiple generations. The “Generations of Fun” campaign was carried across display banners, expandable rich media banners, video pre-roll and social media graphics to create a unified, integrated brand message.

In addition to our digital campaign, we were tasked with creating creative materials to promote HTH®-branded Test to SwimTM Stations at select Wal-Mart and Meijer locations. This campaign included online display banners and interactive Contobox banners that led users to a microsite with useful content, as well as retail location finders and maps. Our team also wrote, directed and produced an on-location video at a Wal-Mart store outfitted with a Test to Swim™ Station.

RESULTS.

2x

industry standard AdWords results

$2.63 CPC

(surpassing goal of $3.00 CPC)

90%

rate of video completion

4,000

new Facebook fans

28.4%

YOY increase in website visits

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