Hayneedle.com summer campaign promotes e-commerce brand

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Online home improvement retailer Hayneedle.com will launch the “Backyard Summer” integrated campaign this month to promote its brand.

The push, which will debut May 24 after a May 17 soft-launch, features a nationwide contest, advertising, events and a celebrity spokesman. The e-commerce merchant worked with Omaha-based agencies Webster and Torchworks on creative, CBS Riot on media planning and buying, and Bratskeir on PR and integrated marketing.

The campaign includes the “Hayneedle Hustle” contest, which encourages consumers to upload videos of themselves dancing for a chance to win a $15,000 shopping spree. A team of judges at the company will pick the winner this summer.

The campaign's primary goal is to raise Hayneedle's brand awareness, said Ash ElDifrawi, CMO at the e-commerce company. Hayneedle also wants to increase new customer acquisition and encourage repeat buys from existing customers.

“We also want to let the existing customers know that if they bought from one of our stores, there is a much bigger opportunity to buy for their homes,” ElDifrawi explained. 

Hayneedle's customer base consists primarily of women ages 35 to 60, but the company is also targeting men with the campaign, which will run through June. The company will spend between $5 million and $10 million on the six-week campaign, added ElDifrawi.

The company will not remarket to consumers from data collected through the contest, although it regularly does so based on information collected on its website, he continued.

The campaign will also include a series of online videos starring designer Eduardo Xol from Extreme Makeover: Home Edition.

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