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?
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
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.
Social Media Response
real-time personalized responses in 24 hours
on YouTube and Twitter
best super bowl ad
New Social Media Fans
in a single weekend
Maximized Media Efficiency
Active Web Sessions
in a single weekend, a 1,500% increase over previous average
Paid Search Clickthrough Rate