Lowe's, one of the leading destinations for home improvement, sought Dotdash out for its unique expertise with intent-based targeting and advertising. Lowe's sought to elevate itself as the leading destination for home improvement through creation and ownership of branded content with a strategic distribution plan. Dotdash achieved that goal by connecting with consumers around key moments of intent. One of the largest and fastest-growing digital publishers on the web, Dotdash prides itself on 20-years-worth of consumer insights and evergreen content that make reaching the right user at the right moment, at scale, feasible for advertisers.
A Dotdash brand, The Spruce is the largest combined home and food destination on the internet, reaching approximately 28MM monthly US unique visitors. Leveraging that audience and Dotdash's proprietary tools and insights, the team married trustworthy intent-targeting with Lowe's objectives to create two branded content videos, delivering custom content to consumers on The Spruce, the largest combined home and food domain on the internet.
Lowe's sought to elevate itself as the leading destination for home improvement through creation and ownership of branded content with a strategic distribution plan. Dotdash achieved that goal by connecting with consumers around key moments of intent.
Marrying trustworthy intent-targeting with Lowe's objectives Dotdash created: "Debate Settled: The Best Way to Load Your Dishwasher" and "Mistakes You're Probably Making in Your Kitchen Cabinets," both immersive video experiences inside the home kitchen. Seasonality, product integration, and distribution tactics, informed by Dotdash's data storytelling, helped The Spruce and Lowe's connect with users at the right moment.
Leveraging Dotdash's 20 years of proprietary data, Lowe's delivered custom content to consumers on The Spruce, the largest combined home and food domain on the internet, and developed a content program rooted in targeting based on known behaviors of consumers seeking solutions.
Dotdash used consumer behavior insights and intent-based data as key indicators to inform Lowe's campaign. Dotdash's 1st party data revealed consumers are more likely to declutter in 1H around New Year's and Spring Cleaning, which informed the cabinet video timing. The team confidently served Lowe's by observing consumer insights and hosting campaign videos on relevant articles, delivering the right users, at scale, to Lowe's.
To achieve maximum results in line with the campaign objectives, Dotdash incorporated consumer insights to inform the video tactics/execution for The Spruce x Lowe's "Clever Kitchen Hacks." The success of the overall campaign is evident in that these videos received 1.6MM+ views and out-performed editorial video benchmarks, reaching 61% above The Spruce video retention rate, and 54% above The Spruce video view rate. Campaigns like this one have helped Dotdash exceed expectations, reaching an estimated milestone of over $100MM in revenue for 2018. Excellent, engaging, accessible campaigns like The Spruce x Lowe's offer a tangible example for how the business has managed to quickly cross over into material profitability – expanding margins and seeing 60% revenue growth year-over-year.
