Wigwam

Primary Objective:
Increase awareness of Wigwam Plywood as a premium supplier for both homebuilders and DIY consumers.

Secondary Objectives:
Highlight the product’s strength, versatility, and sustainability.
Build trust with a more eco-conscious audience.
Drive traffic to the company website and generate leads.

Demographics:
Age: 25–50 years old

Gender:
Primarily male, but with some female DIY enthusiasts

Occupation:
Homebuilders, contractors, and DIY enthusiasts

Geographic Focus:
National, with a concentration on suburban and rural areas

Psychographics:
Interested in home improvement, sustainability, and craftsmanship.
Values high-quality, eco-friendly, and durable products.

Core Messaging:
“Build with the best. Build with Wigwam Plywood.”
The focus was on product quality, durability, and sustainability.

Creative Approach:
The tone of the campaign was informative, trustworthy, and aspirational.
Showcased real-world applications of plywood (from homes to custom furniture).

TV channels:
National News Channels

Specific slots:
Weekends and evening primetime (when DIY enthusiasts are most active).

Challenges Faced
Budget Constraints:
With a national campaign, there were limitations on how much could be spent on premium TV slots.

Competition:
Other plywood brands with larger marketing budgets were also targeting DIY consumers.

Ad Placement Timing:
Ensuring ads were aired at times when the target audience was most likely watching TV was challenging due to limited availability in prime-time slots.

Quantitative Results:
Reach: Over 30 million impressions across all TV channels.

Sales Uplift: 15% increase in sales during the campaign period.

Website Traffic: 25% increase in visits to the Wigwam Plywood website.

Brand Awareness: 18% increase in brand recall (measured via post-campaign surveys).