Mission Disrupt was hired just before the pandemic hit the world; up until this point, an emphasis on driving in-store traffic was the priority. However, once the pandemic was felt full force around the US, mandates severely limited in-store capacity and ad networks temporarily banned ad formats that drove foot traffic. Our team quickly reacted by switching the strategy to a pure online lead play that emphasized a Digital to Retail Strategy.
Growing Leads 150% Year Over Year
Consumers Kitchen & Bath
Consumers Kitchen & Bath is America's largest independent cabinet retailer serving the metropolitan New York market. Consumer's revolutionized the cabinet industry by offering the highest quality cabinets available in the industry, along with unique design service software and quality customer support, serving hundreds of thousands of customers during its 45-year history.
In 2020, after a competitive vetting process, Consumer's selected Mission Disrupt as it's an agency of record to lead its digital strategy & paid media effort. We launched a bold digital to retail campaign during the COVID-19 pandemic designed to supplement foot traffic with leads to their website while supporting their five showroom locations using Facebook, Instagram & Google Ads. For over two years we have helped the company drive results while helping the company pivot through drastic market changes.
Creative Strategy, Facebook, Full Funnel Strategy, Google, Instagram, Paid Media Management, UX/UI Design, Web Development
Lead Growth YoY
Decrease in Cost Per Lead
Retail To Digital Transformation
Consumers Kitchen & Bath is New York’s most popular cabinet retailer because of the vast selection, when people no longer could go to the store due to covid restrictions our team created a strategy that brought the retail experience online. We created custom landing pages for customers to explore a variety of styles with a click of a button, demonstrating the limitless combinations of cabinets available. The landing pages then offered free design kit & services to all those users interested
Innovative Ad Formats
Our team led the creation of an ad style that brought the 45-year-old brand into the modern social era. The ads highlighted the thousands of cabinet customizations while also showing the affordability of consumers’ best-in-class cabinet quality. We choose a new innovative ad format called “Instant Experience” available on Facebook & Instagram, which allowed us to create interactive ads that demonstrated the vast selection of Consumer’s cabinets.
Google & Facebook/Instagram Ad Management
Our team first identified customer personas, which laid the foundation for our campaigns. This included insights into demographic info like gender, age & income as well as buying motivation. This paved the way for creative messaging that emphasized customers’ being able to fully express themselves through both traditional or bold cabinet designs.
Our full-funnel paid media strategy is a data-driven approach that uses existing customer CRM data to find new customers within the ad ecosystems of both Google & Facebook. The team actively managed the performance of the accounts making changes in real-time based on weekly results for the campaigns. Testing was critical as our team used our IMPACT process to test audiences against each other to find the most profitable customer at the lowest cost per lead.
Consumer’s saw a 155% increase in leads while also decreasing the cost per lead by 80% in the same time period. We continue our partnership with Consumer’s helping them navigate both market changes and advertisement changes such as the IOS 14.5 updates.