CHALLENGE
Westlake Royal Stone Solutions (WRSS), a division of Westlake Royal Building Products, is a leading manufacturer of architectural stone veneer products for both residential and commercial projects. WRSS boasts a diverse portfolio that includes premium brands Cultured Stone and Eldorado Stone, as well as the value brand Dutch Quality Stone. The company serves a broad spectrum of design needs with products that offer unparalleled depth, color complexity, and texture.
After two years of strategic mergers and acquisitions, WRSS aimed to reintroduce its expanded product portfolio to the building products industry. The goal was to build on each brand’s established equity and drive increased activity throughout the buyer’s journey. Specifically, WRSS sought to enhance brand awareness, engagement, and sales through their distribution network, which includes major Canadian distributors like Canadian Stone Institute and I-XL Building Products.
SOLUTION
To address WRSS’s goals, we implemented a multi-faceted digital marketing strategy:
- Brand Awareness: We launched a paid YouTube advertising campaign targeting homeowners ready to purchase and professionals seeking installation tips. This initiative aimed to boost visibility and recall for WRSS’s brands.
- Brand Engagement: To enhance engagement during the consideration phase, we deployed a comprehensive Google Search and Display campaign for all brands. We utilized remarketing strategies to reinforce brand recall and maintain top-of-mind awareness.
- In-Store Foot Traffic: To drive physical store visits, we employed programmatic advertising with geo-targeting to reach homeowners and professionals near WRSS’s dealer locations.
- Market Share Expansion: We partnered with two leading Canadian dealers, I-XL Building Products and Canadian Stone Institute, to execute a co-op Google Ads campaign aimed at increasing WRSS’s market share in Canada.
- Conversion Optimization: We created audience-specific landing pages tailored to users’ pain points and optimized for conversions, focusing on leads, product catalog downloads, dealer lookups, and interactions with the stone visualizer tool.
RESULTS
The campaign proved highly successful, yielding significant improvements in key performance metrics:
- Paid Conversion Volume: Grew by 35% year-over-year, with a notable 45% reduction in Cost Per Conversion. Key conversion actions included project leads, product catalog downloads, dealer lookups, and stone visualizer tool engagements.
- Click-Through Rate (CTR): Increased by over 40% due to the introduction of responsive search and display ads, and through enhanced account optimization and refined competitive keyword research.
- Co-op Dealer Campaign Impact:
- I-XL and CSI experienced a 30% quarter-over-quarter increase in paid traffic.
- In-store foot traffic to dealers increased significantly.
Overall, the campaign successfully built brand awareness, fostered engagement, and drove increased sales through WRSS’s distribution network, contributing to a strengthened market presence.
DETAILS
Category
PPCVideo
Web Dev
Links
Cultured Stone – Website
Eldorado Stone – Website
Dutch Quality Stone – Website
Cultured Stone – Landing Page
Eldorado Stone – Landing Page
Dutch Quality Stone – Landing Page
* All work shown is owned by True Digital Communications (or Westlake Royal Building Products) and was produced during my employment with the company.