When MTD needed to introduce and drive sales of its new FLEX system at Lowe's®, plus increase market share for Troy-Bilt® overall, they came to Marcus Thomas to make it happen.
And this wasn't just any new product launch. FLEX represents one of the most significant technological advancements in the OPE industry. The brand needed a way to express this uniqueness in consumer awareness, interest and consideration through various touchpoints along the path to purchase. And the consumer for this new technology was a tech-savvy Millennial male, short on time and hungry for content.
Time for innovation to meet innovation. The agency was able to execute a highly targeted paid media campaign that included programmatic television, addressable television, a takeover of Wired.com, in-footer videos, interactive pre-roll, featured products on various websites, SEM and a blogger/influencer program.
Results were as remarkable as the FLEX technology: a 129% increase in new product views, a 700% increase in mobile impressions, and a nearly 2,000% increase in time spent on the new product content.