Driving Architectural Adoption: A Multi-Channel Extra-Large Format Launch
A $200M+ building products manufacturer faced a format gap: it needed to introduce an extra-large format to a niche audience of custom builders and door OEMs. Custom builders and door OEMs are traditionally slow to deviate from standard SKU lists, and the campaign had to overcome that inertia inside already-established supply chains.
Executive Summary
Context
The campaign targeted measurable market pull-through for the new extra-large line, bypassing traditional distribution gatekeepers to speak directly to specifiers. Its architecture synchronized high-reach programmatic video with high-intent search capture to drive qualified brochure downloads over a nine-month flight.
What We Built
We built a nine-month integrated campaign. It featured programmatic online video via the TRADR DSP, responsive search ads, QR-tracked print placements, and a four-part automated nurture sequence in HubSpot.
Tech Stack
- TRADR DSP
- Google Ads
- HubSpot Marketing Hub
- industry publication media kits
Not a fit if your product category has little or no existing search volume for buyers to be captured from. This campaign paired programmatic video with search ads specifically to catch demand that already exists in a channel, then convert it into a measurable download. Without a baseline of category search volume, the search side of the funnel has nothing to capture, and the budget would go entirely toward unmeasurable awareness spend.
The Challenge
Manufacturers in this sector wait for significant market demand before adding a new configuration like an extra-large format to their standard product lines, and that OEM bottleneck was the core obstacle. Traditional B2B sales cycles were too slow to capitalize on the growth of the large-format window trend, and there was no direct-to-builder visibility. If the builder doesn't ask for the extra-large format, the OEM doesn't build it, and the manufacturer's inventory stays stagnant. The campaign needed to create a demand signal the OEMs could not ignore.
Our Approach
Programmatic efficiency at the top of the funnel came first. It put the $90,000 online-video budget in front of a verified audience of construction professionals, not generic homeowners. We had to choose between a single simultaneous ad burst and staggered flights across three major construction industry publications. We chose staggering: it reduced audience overlap and let us optimize creative from the first flight's click-through data before the next flight began. This paired with a localize-and-nurture strategy. A builder who downloaded a technical brochure entered a four-part email sequence built to support the conversation with their regional door supplier.
This engagement is part of our growth programs work for manufacturing & industrial organisations.
Impact
A Nine-Month Flight Across Video, Search, Print and Email
The campaign ran programmatic video and search across a nine-month flight. It coordinated across three publication audiences and two ad platforms.
Verified Reach Into a Narrow Trade Audience
Programmatic targeting through the TRADR DSP reached construction decision-makers with high-frequency visibility.
Gated Sizing Guides and Brochures
Gated sizing guides and product brochures gave top-of-funnel awareness a path into the mid-funnel, with each download captured as a named builder lead.
A How-to-Request Guide for Builders
The nurture sequence's how-to-request content is written to give builders the technical language to ask their suppliers for the extra-large format.
Programmatic online video targeted construction professionals and architectural specifiers through the TRADR DSP. It bought verified trade audiences instead of broad demographic proxies.
Branded responsive search ads captured users warmed by the video flights who were now actively searching for large-format products, closing the loop between reach and intent.
Dedicated HubSpot CMS landing pages tracked print ad placements through QR codes, attributing offline publication leads into the same digital funnel as the programmatic traffic.
The automated sequence delivers the requested resource immediately. It follows with energy-efficiency and thermal-performance depth, then an educational piece on how to ask an OEM to spec the extra-large line. It closes with a direct CTA to a regional sales representative.
Door OEMs wait for builder demand before they add a new format. The manufacturer had no direct visibility to builders. So the campaign had to create a demand signal the OEMs couldn't ignore. Now a builder who downloads a gated sizing guide or technical brochure enters a four-part HubSpot email sequence. It ends on how to request the extra-large format from their regional door supplier. That gives builders the technical language to ask their suppliers for it.
FAQ
Programmatic video through a DSP verifies audiences tightly within the B2B construction sector, so the budget reaches high-value builders and OEMs rather than a broad, non-commercial audience.
The nurture sequence includes a how-to-request guide that arms builders with the technical language they need to influence their suppliers. The aim is to pull the product into the distribution channel from the bottom up.
