Integrated Campaign & A/B testing

H2O-Yeah

Role: Front End Development, Display Ad Development, Training

Project Overview

Kinetico Water Systems knew it was time to disrupt their industry. Turns out, potential customers are complacent about the state of their water in their homes, and dealers struggle to fully express the impact a Kinetico water system makes.  It just tastes & feels — different.
 
With an over-the-top, euphoric campaign, we armed Kinetico & their dealers with the tools to win over wishy-washy consumers, to build brand awareness, increase traffic to their website and capture new business leads.

Campaign tactics

  • Broadcast
  • POEM Display Executions
  • Landing page A/B Testing
  • Customizable Dealer Materials
  • Social Media
  • Print Executions

Tools & Technologies

  • HTML5
  • CSS
  • Google Web Designer
  • Mailchimp
  • Hubspot
  • Double Click
  • Gulp
  • CSS Sprite
  • Responsive & Retina Optimized

a few credits

Agency, Hitchcock Fleming & Associates
Tracy McCutcheon, Executive Creative Director
Brad Istnick, Creative Director
Kirk Norris, Senior Copywriter
AJ Poholski, Art Director
Amanda Watkins, Digital Production Lead
Jessie Haynes, Project Manager
Amy Clevenger, Manager/Integrated Media

As lead developer, I paired up with the digital production lead and trained her on how to build display ads in Google Web Designer so that we could build the required number of fixed size ads and meet our deadline. 32 fixed size ad units would ultimately traffic to multi-targeted audiences with relevant messaging. Each ad met the 150kb standard HTML5 banner spec and was served through Google DCM.

0 %
exceeding KPI CTR goal for display & video campaign
0 %
growth YOY

Sample Display Ads

Skin-credible
Totally Wash-ome
H2O-Yeah!
Fantaste-ic
Skin-credible
H2O-Yeah!
Totally Wash-ome
Fantaste-ic

Landing pages are the beating heart of inbound marketing — they’re the primary point of conversion for most campaigns. Kinetico wanted to gain more qualified leads and drive traffic to their website. 

From Photoshop layouts, I created multiple, custom landing page templates using the Unbounce platform and trained the client’s marketing team how to create and deploy alternate variations of the campaign.

0 %
increase in overall leads compared to previous September YOY
0
visitors to the landing page

services I implemented:

  • Provided feature & cost comparison analysis between Google Optimize & Unbounce platforms
  • Salesforce API integration
  • Google Analytics conversion tracking on successful form submissions
  • New domain & DNS integration
  • Custom JavaScript for a smooth scrolling component
  • Custom favicon
  • QA Testing

My Role

Front End Development

Animation

Display Ad Development

A/B Landing Page Development

Employer

Hitchcock Fleming & Associates, Inc.

Client

Kinetico Water Systems