Remodeled Brand and Expanded Customer Base by 35 Million Users

Client Background:

  • In 2012, ServiceMagic renamed itself HomeAdvisor. Research had shown that “service” and “magic” did not fully explain the service — a free online community where consumers can source experts for home repair and improvement projects.

Client Challenge:

  • ServiceMagic had 13 years of established brand name equity and attributed 80% of its site visitors to online search and display. A name change was a bold marketing move.
  • In addition, HomeAdvisor’s biggest competitor, Angie’s List, outspent them in marketing by over five times and dominated in both market share and brand awareness.

Our Strategy:

  • Create compelling direct response (DRTV) spots to educate consumers about the new name and demonstrate HomeAdvisor’s high standard of service.
  • Partner with expert spokesperson, and DIY channel TV host, Amy Matthews, to add credibility to the brand.

See our strategy & results>

Our Solution:

  • Create :120 and :60 DRTV spots to grow aided awareness initially.
  • Create hybrid brand/DRTV :30s and :15s that focus on a drive-to-web message once the longer spots gained traction in the marketplace.
  • Create a branded side-by-side comparison spot challenging their biggest competitor.
  • Develop an optimized media plan that over time would feature 65 different branded DRTV spots.

Campaign Results:

  • At launch, HomeAdvisor witnessed a 250% return on media investment.
  • Since partnering with Hawthorne in 2012, HomeAdvisor has acquired 35 million users, tripled service provider enrollments and grown service requests by more than six times.
  • The company saw significant increases in consumer awareness. Over three years, unaided awareness increased tenfold and aided awareness grew more than 40 times.