Case Study: Establishing a data-first in-market campaign.
How Data-Driven Campaigns Delivered Measurable Growth
The Challenge
That time we helped a client enter a growth market. The goals? To build awareness, earn contractor trust and seed the market for future lead generation efforts in a highly competitive, contractor-driven roofing environment.
Like many brands investing in integrated digital campaigns, the challenge wasn’t just execution. It was proving real business impact. The client needed to be able to answer specific questions, such as:
- How will you connect billboard exposure to digital engagement?
- How will you measure not just awareness but true brand lift?
- How can we show impact in a way that rationalizes this spend in other markets?
The Client
APOC is a leading manufacturer of roofing and waterproofing solutions for commercial and residential contractors across North America. The brand operates under ICP Group, a specialty chemical manufacturer with a broad portfolio of building products and contractor-focused brands serving the construction industry.
Akhia supports ICP Group as an integrated agency partner across multiple business units and brands, helping drive awareness, contractor engagement and demand generation through strategic communications, media relations, digital marketing, paid media and integrated campaigns. For APOC specifically, the focus centered on strengthening brand visibility in key growth markets while building meaningful connections with commercial roofing contractors.
The Scene
Akhia designed a fully integrated, digital-first campaign that combined broad awareness with precision targeting.
The recommendation centered on:
- Out-of-home (OOH) to drive scale and visibility
- Mobile retargeting to capture post-exposure interest
- Paid digital (Meta, LinkedIn, Google) to convert engagement into measurable actions
Each channel served a specific purpose:
- OOH: awareness at scale
- Retargeting: intent capture
- Paid digital: engagement + conversion
Just as importantly, the campaign was built around metrics that matter across the funnel, not siloed channel KPIs.
The Plot Twist
Rather than delivering a quick-hit awareness campaign, the strategy was built to generate measurable short-term performance while strengthening long-term brand presence in the market.
How? Well, instead of focusing on vanity metrics, the campaign aligned measurement to business impact:
- Awareness: Impressions plus branded search lift
- Engagement: CTR, time on site, content interaction
- Demand: Landing page views, clicks, traffic growth
- Loyalty: Training participation, contractor engagement
This tied each tactic to a real outcome, not just activity.
The Results in Action
Awareness That Actually Moved the Market
- 10M+: OOH impressions delivered
- 200%+: Increase in branded search volume
- 192%: Increase in website traffic during campaign period
Engagement That Outperformed Benchmarks
- Mobile retargeting CTR: 0.35% vs. 0.30% benchmark
- LinkedIn CTR: 1.65% (2–4x industry benchmark)
- Google Display CTR: 1.37% vs. 0.5% average
Efficiency That Exceeded Expectations
- Meta CPLPV: $0.38 (vs. $2 industry standard)
- LinkedIn CPLPV: $0.46 (vs. $2–$5 benchmark)
- Google CPC: $0.42 average
Full-Funnel Performance v. One Channel Wins
- 9,891 landing page views from Meta
- 14,449 landing page views from LinkedIn
- 9,570 clicks from Google Ads
The Last Word
“Growing in a competitive market requires more than visibility. It requires relevance and trust. This campaign helped us connect the dots from awareness to action, giving us the confidence to scale this approach in other growth markets.” - Deb Lechner, VP Marketing
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