Toolstation Drives Consideration Among In-Market Consumers
“Using GrowthAds, we effectively and cost-efficiently built consideration among new prospects. Their cookieless technology allowed us to expand our reach and push the limits of addressability across the open web, helping us connect with our key trade audience at scale.”
Caroline Roper, Senior Marketing Manager, Toolstation
44%
Overall consideration lift
53%
Consideration lift from video wrap unit (created by GrowthAds creative services)
Toolstation: A Leading Multi-Channel Retailer of Tools and Building Materials with Over 575 UK Locations
Industry
Retail
Brand
Toolstation
Product
Creative Solutions, Cookieless, Brand Lift Live, GrowthAds Advertising Platform
Challenge
Toolstation aimed to increase brand consideration among trade customers actively seeking trade supplies by encouraging sign-ups to the Toolstation Club and measuring marketing effectiveness. They needed insights into their current customer base, the ability to identify similar audiences in real-time, and drive high-quality traffic to their website. To expand their reach to new, previously unreachable audiences, they were also open to experimenting with cookieless advertising.
Solution
Toolstation’s agency, The Specialist Works, collaborated with GrowthAds to launch a display and online video campaign tailored to meet their objectives. By using GrowthAds’ on-site pixels, they gained insights into the active “trade” customers on Toolstation’s site, then leveraged predictive modeling to identify lookalike audiences across the open web in real-time. With live data from Brand Lift Live by GrowthAds™, The Specialist Works was able to optimize the campaign during its execution, ensuring Toolstation’s brand consideration was effectively boosted. Additionally, GrowthAds’ cookieless solution helped drive incremental traffic to the site.
Results
Toolstation surpassed their objectives, particularly excelling with their video ads, which significantly boosted brand consideration and drove cost-efficient traffic to their site. They achieved a 44% increase in consideration overall. The video wrap unit, created by GrowthAds’ creative services, delivered a 53% uplift, outperforming the standard online video unit, which saw a 29% lift. Toolstation also achieved strong performance across display ads in both cookie-based and cookieless environments.
Transforming Insights into Optimization:
Initially, the consideration lift was -3%. However, after targeting a stronger uplift from male audiences, they adjusted the campaign to focus on this demographic, resulting in an 85% increase in consideration within the following month.
The Partnership
Brand: Toolstation
Toolstation is a multi-channel retailer of tools and building materials with more than 575 branches in the UK.
Agency: The Specialist Works
The Specialist Works is the only agency built for entrepreneurial brands and the marketers who fuel them.
