CASE STUDY
CertaPro Painters®
CertaPro Painters® is the largest residential and commercial painting company in North America with more than 350 franchises. The company builds trust and confidence in its customers by living its mantra, “We do painting. You do life.”
The Creative
CertaPro Painters® came to 20/20 Visual Media looking for 15-second spots designed specifically for YouTube and programmatic pre-roll ads which they would test in a number of markets. The results of that test would inform the ad spend for every other market in the country.
Because viewers can skip YouTube ads after just five seconds, our challenge was twofold: capture the audience’s attention and get branding into the spot as early as possible.
Our approach was to make sure the CertaPro logo was in the first shot (in a fast-paced sequence of painting supplies), and ensure the brand name was spoken within the first two seconds.
We know everybody does research online before hiring contractors, so our pitch to the marketing team was to base a spot on an actual online review from a customer, creating a relatable experience for the viewer.
We scripted, cast, filmed, and edited this spot about the 5-star work CertaPro Painters® does.
The Results
A $50,000 ad spend generated $361,000 in sales. That result led to an expansion of the campaign which involved the creation of dozens of additional hyper-localized versions targeting specific zip codes.
79%
increase in digital leads in the test market
1.43M
views in just the test ad spend
“They seek to understand our brand. They’re willing to listen to their clients and also give really sound creative advice.”
— Val Kinney
Vice President, Marketing
