The Goal
The company partnered with fullthrottle.ai® to create a faster, more unified approach to identifying, activating, and measuring first-party household audiences across both markets. Rather than relying on demographic segments or geographic targeting alone, the goal was to layer behavioral and buying intent signals with geographic targeting to identify homeowners actively researching bath renovations.
By combining these intent signals with first-party household data, the brand built qualified first-party household audience profiles that could be activated immediately across multiple channels from one platform. This unified approach eliminated delays between audience identification and campaign activation, simplified campaign management, and kept messaging aligned with homeowners throughout their buying journey.
The Challenge
A premium bath renovation company operating across the San Diego and Orange County markets needed to grow visibility and expand its share of a competitive, high-consideration category. While the brand had a strong showroom presence and a differentiated product offering, its marketing approach lacked the precision to consistently reach homeowners who were actively researching bath renovation at the point of highest intent.
To grow market share across two distinct geographic service areas, the brand needed a faster, more unified way to identify, activate, and measure first-party household audiences across channels, ensuring qualified homeowners were reached before competitors while eliminating the complexity of managing disconnected marketing platforms.
The Results
By replacing fragmented marketing workflows with unified first-party audience generation and omnichannel activation, the company created a faster, more efficient campaign execution process that consistently reached qualified homeowners across both markets. These operational improvements translated into measurable business growth.
- A unified first-party audience activation strategy generated 78 booked appointments, and 55 projects sold within the first four months of the campaign.
- Consistent activation of qualified first-party household audiences through SmartMail contributed to $961.6K in attributed revenue across San Diego and Orange County markets during the first four months.
- Continuous audience generation produced 1,304 net-new in-market first-party household profiles while automatically re-engaging 108 returning households, creating a scalable audience foundation for ongoing campaign activation.
- After more than 15 months of unified first-party audience activation, streamlined campaign management, and the successful brand refresh, the company achieved its highest-revenue month on record.
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
fullthrottle.ai® deployed a dual-market, omnichannel strategy built entirely on first-party household data. The strategy activated in-market audiences across both SmartMail and Display from a single platform.
Brand Refresh: Activated Instantly, Across Every Channel
The company also launched a comprehensive brand refresh, including a redesigned website and a full suite of updated creative assets. In a traditional multi-vendor marketing setup, deploying new creative means updating assets separately across each platform. This operational process introduces delays, inconsistencies, and the risk of a disjointed rollout.
Because fullthrottle.ai® provides a single system for faster audience activation and campaign execution, the brand eliminated the need to coordinate updates across multiple vendors and disconnected systems. Instead of managing separate deployments across channels, the refreshed creative launched through a single workflow. This made campaign activation faster, more unified, and easier to manage while delivering a consistent brand experience across every customer touchpoint.
Audience Generation
Using patented technology, fullthrottle.ai® identified 1,304 first-party household profiles actively in-market for bath renovations across two distinct radius targets: one covering the San Diego market and one covering Orange County. An additional 108 returning households were re-engaged through the same framework. Because audience generation continuously refreshed qualified first-party household profiles, the brand could activate qualified audiences immediately across both markets, reducing delays and creating a faster, more unified campaign workflow.
SmartMail
SmartMail activated high-propensity households across both markets, automatically delivering AI-optimized direct mail as soon as qualified first-party household profiles become addressable. SmartMail physical mailers reinforced the brand’s premium positioning and directed prospects toward showroom visits, reaching homeowners when they were most likely to take the next steps.
Display
Display campaigns reached the same first-party household audience profiles activated through SmartMail, maintaining a coordinated digital presence throughout the buying journey. Together, SmartMail and Display created a unified omnichannel experience that reinforced messaging across both digital devices and physical mailboxes.
Use Omnichannel Activation to Expand Household Reach
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