Ferguson Residential Trade Campaign FY’25
Ferguson aimed to strengthen its market position and deepen relationships with current and prospective Residential Trade customers. The primary focus was the vital repair and remodel plumber segment, with strategic goals to improve brand perception and increase both online engagement and physical branch traffic leading into 2025.
Our team conceptualized and executed a comprehensive, multi-channel advertising campaign built around the core message of Ferguson’s reliable support for the trades. The creative strategy centered on a visually engaging split-screen concept. This approach simultaneously depicted a plumber tackling common job site challenges (water heater replacement, behind-the-wall shower work) and a Ferguson associate proactively supporting them.
The campaign creative visually reinforced Ferguson’s core strengths: deep product inventory and availability, knowledgeable associates acting as true partners, the convenience of their extensive national footprint, and the efficiency of their digital ordering platforms. Deliverables included a full suite of assets tailored for various channels:
- Video & Audio: Engaging narratives for broadcast and digital streaming.
- Social Media: Content designed for platform-specific engagement.
- Digital Advertising: Static and dynamic ads for targeted reach.
- Web: An updated industry solution landing page providing detailed information.
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Developed in collaboration with the Ferguson creative & copy team.
Creative Development & Behind-the-Scenes
Concept
I created visual concept for static ideas to turn into a campaign. This was used to flesh out the idea and get the campaign green lit. Initial scene framing for the split-screen concept, ensuring consistent brand storytelling across all assets.
Storyboards
Once our concept was ready to go we moved into early visual planning for video and still photogrpahy production.
On-Set
Capturing the live-action and still photography with our actor interationcs, plumbing sets and still photogrpahy product placement. On-Set Production: Capturing real-world plumbing scenarios with authentic setups to resonate with the Residential Trade audience.
Creative Highlights
YouTube Plumber creative
drove 54% of total site sessions with users staying on-site 4m 29s on average.
CTV video spots
maintained 99.7% video completion rate, significantly outperforming benchmarks.
Key Art
Visual Clarity Increased Engagement
Assets featuring recognizable tools significantly outperformed other versions driving 65% engagement rate — the highest among all channels.
Meta Carousel
boosted social engagement, achieving a 26% higher CTR than static formats.
Impact Stats
- Overall, the campaign is performing very well against benchmarks and previous year’s results.
- Traffic Volume: In the first 4 weeks alone FY’25 traffic matched the entire 12 week traffic volume of FY’24, driving 86,555 UTM sessions.
- Engagement Quality: Engagement rate improved by +5 points compared to benchmark (42% vs 37%), and time-on-site increased by nearly 1 minute (3m 26s vs 2m 27s).
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- Revenue Impact: Display ads alone generated $16M in online revenue .
Ferguson in-house
Client
Ferguson
Sector
Professional Services
Discipline
Campaign
Josh Napier – Director
Barry Boniface – Editor
Joel Traylor – Producer
Kent Belle – Producer
Holly Traffas – Script
Andrew Eaton – Graphics
Mat Held – Storyboards
Dylan Stinson – Project Mang
Logan Whitton – Photographer
Corina Cornish – Copywriter
Zach Hallum – Concept, Photo retouch, Key Art
Hannah Leidon-Olson – Graphics Manager
Isaac Duchon – Director Creative & Content
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