Driving Architectural Adoption: A Multi-Channel XL Format Launch
A $200M+ building products manufacturer faced a format gap. It needed to introduce an extra-large enclosed-blind 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 overcoming that inertia in established supply chains was the real constraint.
Executive Summary
Context
The goal was measurable market pull-through for the new XL line. It bypassed traditional distribution gatekeepers and spoke directly to specifiers. The campaign 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
This isn't a fit for commodities with low search volume. It isn't a fit for general brand awareness without a specific conversion pathway.
The Challenge
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.
Impact
A Nine-Month, Six-Figure Flight Managed End to End
The campaign managed a $90,000 programmatic video spend and $18,000 search spend 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. This niche is underserved. Standard social targeting can't verify the audience there.
Awareness Converted Into Gated Intent
Top-of-funnel awareness became mid-funnel leads. Gated sizing guides and product brochures made that happen. Sales got a named, intent-qualified builder list instead of impressions.
Builders Armed to Pressure the Channel
Builders get the technical language to influence their suppliers. The nurture sequence's how-to-request content does that. The product moves into the distribution channel from the bottom up.
Programmatic online video targeted construction professionals and architectural specifiers through the TRADR DSP. It bought verified trade audiences instead of broad demographic proxies.
Dedicated HubSpot CMS landing pages carried print ad tracking. The tracking used QR codes. That attributed 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 XL line. It closes with a direct CTA to a regional sales representative.
FAQ
A DSP verifies audiences tightly. Programmatic video through a DSP does that within the B2B construction sector, so the budget lands on high-value builders and OEMs, not a broad, non-commercial audience.
The nurture sequence includes a how-to-request guide. It arms builders with the technical language they need to influence their suppliers. That pulls the product into the distribution channel from the bottom up, instead of waiting on OEM adoption cycles.
