CASE STUDY

How McCormacks Turned Awareness into Action

When McCormacks set out to boost awareness of Magnum Board and Thermory, the goal was clear - elevate visibility, drive website traffic, and generate real sales growth across both trade and consumer markets. Competing in a crowded building materials category, the brand needed a campaign that combined broad awareness with precision targeting. Habitat M delivered an integrated media strategy that balanced mass reach with measurable outcomes, translating attention into tangible business results.

The Challenge

McCormacks needed a campaign to boost awareness of Magnum Board and Thermory, driving traffic, leads, and conversions. The challenge was to target a diverse range of category buyers, from construction professionals to design-conscious consumers, while standing out in a competitive market.

The campaign needed to do more than advertise products; it had to demonstrate McCormacks’ expertise in timber and building materials, reinforcing its authority as a trusted industry leader and supplier of premium solutions.

Our Approach

Habitat M designed a media strategy that married scale with precision, ensuring every impression worked hard to build both brand salience and conversion potential.

Premium reach: We used BVOD to establish mass awareness and credibility in high-attention environments.
Precision targeting: Layered YouTube and Meta activity connected directly with segmented audiences, from builders and architects to homeowners researching renovation options.
Continuous visibility: The campaign maintained consistent brand presence throughout its duration, ensuring McCormacks stayed front-of-mind and top-of-feed.

Touchpoints

The campaign’s success was fuelled by creative that worked seamlessly across platforms to inspire, educate, and drive engagement.

We combined 15-second Meta videos with 30-second non-skippable video ads to tell a cohesive story: longer creative built emotional connection and product understanding, while shorter executions reinforced key messages and prompted direct response.

By uniting impactful storytelling with strategic sequencing, McCormacks’ was able to connect with new audiences and nurture them toward conversion - achieving a balance of reach, relevance, and results.

The Results

Within the first three months of activation, McCormacks saw powerful performance gains across every metric:

400% increase in website traffic over the campaign period
22% uplift in sales (during key campaign period) reflecting strong conversion from digital exposure
47% uplift in Magnum Board enquiries demonstrating deeper engagement with core products

These guys are super-efficient! We let them know the budget and they came back with options then worked with us around timing and placement. The debrief after the campaign was gold. Numbers don't lie. Successful campaign to get our name out around the country which resulted in real orders across the campaign.

Julia Hall, Former CEO, McCormacks