Benjamin Moore Pro Delivery
Benjamin Moore ProDelivery

A Programmatic Approach to Reaching Contractors

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The Challenge

Benjamin Moore recently partnered with national ride-sharing company DELIV to deliver paint and sundries directly to paint contractors' homes and job sites. This initiative was launched in the Austin, TX market, where they have limited retail presence compared to the competition.

A key task of the launch campaign was to convert Austin-based contractors who used a major competitors' paint over to purchasing Benjamin Moore paint by driving them into retail partners' stores, as well as having them sign up for deliveries online or over the phone.

Benjamin Moore Programmatic Advertising

Our Solution

To ensure Benjamin Moore would reach the right audience, Overskies created a strategic program that focused on identifying and then directly advertising to paint contractors that frequented competitive paint stores (e.g. Sherwin Williams retail locations).

The multi-channel campaign leveraged programmatic advertising with a heavy focus on mobile, as well as mobile device ID targeting and micro-proximity targeting to help blanket the competition's locations. The ads drove to custom landing pages for each retail location depending on geographical location, making it easy for contractors on the go to find the nearest Benjamin Moore retailer.

We also produced the entire suite of creative assets for the Pro Delivery service, including display ads and native ads, as well as in-store collateral such as counter cards and leave-behind leaflets to increase awareness at retail locations.


The Results

There were over 1,000 examples of new foot traffic into 3 separate retail locations in the Austin area attributed to the campaign, with an estimated 149 new contractors that utilized the delivery service. The campaign itself achieved 3X engagement rates compared to industry benchmarks. The campaign is on-going and currently being rolled out in other markets.


New Contractors
More Engagement
Examples of New Foot Traffic

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