Case Study

Leading faucet brand addresses the personalization imperative for content marketing

onespot.com

Get personal with your content marketing.

The ChallengeBecome the go-to destination for design inspiration, tips and advice

A 60-year-old plumbing industry innovator, Delta Faucet,

was faced with a rapidly changing digital environment

– one where design blogs, videos and visually-driven

social sharing were driving consumer perception and

decision making for brands in the home fixtures category.

Furthermore, consumers were increasingly rejecting one-

to-many messages from brands in favor of the one-to-one

communication approach that companies like Netflix

and Amazon use to build their businesses, creating a

personalization imperative for brand content marketing.

To keep pace with this shift in consumer preference and to

modernize its brand’s perception, Delta Faucet evolved to a

content-centric marketing model with the “Inspired Living”

initiative as its cornerstone. The effort focused on transcending the brand essence from a product-centric focus

– faucets, toilets and showers – to the grander aspiration of living well at home. In service of its goal of becoming

the go-to destination for design inspiration, tips and advice for its audience, “Inspired Living” pursued a content

strategy that included a range of helpful, engaging content such as articles, videos, quizzes and how-tos,

building the foundation for an “always-on” content strategy across channels.

In addition to creating new content, Delta Faucet also needed to be thoughtful about the holistic experience of

their target consumers in the digital ecosystem. The standard practices of self-promoting content in saturated

digital channels or serving a dry, one-size-fits-all content experience to its audience would do more to hurt Delta

Faucet customers’ experiences than to help them.

Delta Faucet is committed to creating a first-class online experience for consumers and professionals every step of the way. While the volume and quality of our content is important, delivering it through a relevant, personalized online experience is equally critical for forming meaningful connections and driving business results.”

Jake FrickDigital Experience Marketing Manager for Delta Faucet

“

Delta Faucet chose to leverage OneSpot’s content personalization platform to address the personalization

imperative for content marketing and deliver the individualized content experiences its audience expected

from “Inspired Living.”

The SolutionDeliver individually relevant content marketing experiences across channels

OneSpot OnSite gave Delta Faucet the ability to display

individually relevant content recommendations to

consumers on Delta Faucet article and product pages.

Because the recommendations were based on a user’s

individual interest profile and unique tastes, Delta

Faucets’ content was able to keep visitors engaged on

the website longer and recirculate older, yet relevant

content for additional consumption during their visit.

When visitors inevitably left the website, Delta Faucet

also used OneSpot ReAct to deliver a continually

personalized experience across the web with

individually targeted remarketing purposed to re-

engage and return visitors to the “Inspired Living” blog.

To bring new users to this experience, OneSpot InAd

targeted users in social, native, mobile and content

discovery environments with engaging, helpful

“Inspired Living” articles.

Further fueling the experience with engaging content,

Delta Faucet’s editorial staff used OneSpot Insights to

determine what content most effectively engaged their

audience as well as to see what topics they should

expand upon.

Ultimately, each module of the OneSpot platform

worked in concert to provide “Inspired Living”

readers with a uniquely personalized, cross-channel

experience that rivaled Netflix’s and Amazon’s

to solidify the perception of Delta Faucet as a

modern brand.

Get personal with your content marketing.

The ResultsA modern brand image supported by a first-class, content-driven experience

Delta Faucet successfully addressed the personalization imperative for content marketing by partnering

with OneSpot to personalize the content marketing experience for more than 500,000 visitors a month,

serving them 17.8 million personalized articles on the website.

Once website visitors were exposed to OneSpot OnSite recommendations, Delta Faucet tracked a 49% increase

in content pageviews per user. Additionally, users who left the site and were retargeted by OneSpot ReAct

consumed 4X more articles than the average site visitor. Bringing more engaged users into the fold, 45% of

visitors targeted by OneSpot InAd clicked through and stayed on the article page for at least 40 seconds with

37% going on to read more articles once there.

Beyond content engagement, OneSpot was able to show that users who consumed 3+ pieces of content were

4X more likely to have also clicked a call-to-action like “Where to Buy” on the website when compared with

visitors who only consumed one piece of content.

With a strategy based on inspiring its audience and leveraging technology to scale personalized content

marketing experiences, Delta Faucet is well on its way to cementing its status as a modern brand in

the digital era.

onespot.cominfo@onespot.com

49% !increase in content

pageviews per visitor

45% "of paid media-sourced visitors

clicked through to read an

article for at least 40 seconds

37% #of visitors viewed multiple

pageviews in their session after interacting with OneSpot

4X more content consumed by users who interacted with OneSpot

than users who didn’t

Delta Faucet used OneSpot to boost content consumption - and in turn - consumer action

4X more clicks on CTAs like “Where to buy” for users who viewed

3+ articles than users who viewed 1 article