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Building a Brand
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The Journey Began on the Largest Stage

BACKGROUND

The nation's largest private building materials retailer was mostly unknown outside of their industry. With expansion to new markets, they needed to carve out a distinct identity and address an urgent need for talent. In an industry plagued by a labor shortage, how could they create instant recognition and engagement?

INSIGHT

In a world of big box retailers, 84 Lumber in one sense had the awareness of a start-up, even though it wasn't. Their attitude and personality was a key ingredient we had to build on (no pun intended.) We knew there was one place they could make the greatest impact in the shortest timeframe.

"I want everyone in the country to know the 84 lumber name"
- CEO Maggie Hardy Magerko

STRATEGY

When you're independent, you can play by different rules. By creating a dramatic, thought-provoking Super Bowl commercial that broke with convention (and broke some rules too) 84 Lumber shared their distinct identity with a message that resonated with the world.

Results

  • #1 trending spot on YouTube and Twitter
  • Top Trending Topic On 3 Major Social Media Platforms for 3 straight days
  • 14,000+ media articles that were shared more than 130,000 times
  • More than 35,000 people applied to work at 84 Lumber and the company's talent network grew by 190% in three months

THE WORK

Social Media Response

1,200

real-time personalized responses in 24 hours

Trending

no.1

on YouTube and Twitter

Reach

14b+

Named AdWeek's

best super bowl ad

New Social Media Fans

65,000

in a single weekend

Media Placements

+14k

Maximized Media Efficiency

28%

Active Web Sessions

2.5MM

in a single weekend, a 1,500% increase over previous average

Video Views

17mm+

Paid Search Clickthrough Rate

11%

Social Shares

132k+

Up for more reading? Check out another case study.

Brunner - 84 Lumber
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