B2B Campaign Case Study — Paul Davis Restoration
Helping a nationwide network of restoration franchises attract new commercial clients.
How it started
Paul Davis was seeking to reinvigorate the Paul Davis brand by incorporating their unique culture and essential team members into an ad campaign that would reach and inspire B2B clients, commercial and residential (from insurance carriers to property managers and beyond).
Paul Davis was in the lower right of the relationship quadrant. The brand had high trust among past customers and insurers, but sought to add awareness with new prospects.
What we did
The a-ha moment: Paul Davis’s standout feature – and biggest differentiator – was its culture.
Program 11 therefore surfaced and highlighted heartfelt, celebratory stories of real employees who make a difference in customers’ lives, creating memorable and beloved narratives.
Our concepts were creatively superior to other content in the category and helped to distinguish Paul Davis from a competitive set of service providers previously seen as 'interchangeable.'
How it’s going
Our inspiring campaign featured these Paul Davis differentiators, showcasing not only what Paul Davis does (the service), but also why they do it (to provide extraordinary care while serving people in their time of need).
Our initial campaign drove so much interest and leads that we also designed a follow up series of ads in Spanish and French to grow the market penetration.
Today, more customers than ever ask for Paul Davis after a disaster strikes, and the company has been growing at double-digit rates annually. The company is moving into the top-right in the relationship opportunity quadrant (high trust, high need), and stands out against its competition for what we highlighted in the campaign – phenomenal customer service and culture.
