CALIFORNIA DELUXE WINDOWS

The Challenge

After the housing market crashed, the window business was smashed. The few consumers who were in the market were only replacing their windows if they really looked terrible. And they weren’t looking for investment-grade products, they just wanted something affordable. So when CDW came to Wingman for a plan, the agency knew CDW’s windows were going to be a hard considered purchase to sell. How would Wingman create room in the market for a high-end window manufacturer?

The Approach

Wingman believed that the home improvement company would find success by telling its own story. Wingman’s creative team went on sales calls with CDW’s employees, talked to its customers, shopped the competition, and toured the factory numerous times. Throughout the process, CEO Aaron Adrim was always armed with funny anecdotes about his products. These sayings, later dubbed “Aaron-isms” would find their way into the new campaign.

Wingman realized that CDW’s story could only be about one thing: Aaron Adrim. His plucky charm and passion for his products was infectious. Wingman needed to make consumers connect with Aaron’s passion and give them specifics about his windows and doors that separated CDW from the competition.

THE RESULTS

The “Innovations” campaign proved to be a hit. CDW’s average ticket increased by 36%! Wingman set out to target a more upscale consumer that focused more on quality and less on price. As a result of driving more qualified leads, Wingman was able to decrease CDW’s lead cost by 52% and increase conversions from a phone call to an appointment by 24%.