Lumber Liquidators

Overview

As one of North America’s largest flooring retailers, Lumber Liquidators has much more to offer than just “lumber.” The company engaged Lineage Digital to help them increase traffic to their website, and in turn increase digital sales, through a social advertising campaign.

Services

Social Media

Media Buying

Original Content

Digital Management

Strategy & Branding

Approach

Lineage ran an eight-week campaign in which we developed new creative approaches for paid social that increased efficiency and lowered the cost per purchase week over week. Along with our main goal of driving sales, we achieved additional benefits for Lumber Liquidators:

  • Identifying untapped markets throughout the United States for specific SKUs
  • Applying regional flooring preferences to effectively distribute budget and creative executions to top-performing SKUs
  • Reinforcing pre-existing customer demographic knowledge & regional insights

Results

Over the course of the campaign, Lineage achieved a 4x return on ad spend for Lumber Liquidators, during the year’s most competitive time for ad buying.

We didn’t expect entire pallets of ceramic tile or luxury vinyl plank to be hot online sellers. But by pushing our client’s creative boundaries and uncovering valuable data-driven insights, we identified the best content and audiences for specific products and categories, driving verifiable online sales and setting a path for future campaigns.

Continual testing of branded versus non-branded content, as well as staged home versus product-focused content, allowed us to optimize our advertisements for better results. While Facebook’s algorithm initially favored heavily branded content, lightly-branded lifestyle imagery eventually drove more customer sales, as we’ve uncovered for many of our e-commerce-focused clients.

Additional testing revealed that assets prominently featuring up-close images of the product (flooring photography) with minimal but still-present branding outperformed all other assets by most metrics, including sales conversions.

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