8
Brands Scaled to Paid Activation10+
Display Campaigns Activated2+
Regions ExpandedThe Goal
The goal was to start with a focused one-brand data trial, validate the opportunity, and build a repeatable approach that could support broader paid activation.
Rather than introducing more fragmented processes as additional brands came onboard, Rocksville needed a faster, scalable activation model that could connect first-party addressable household profiles with Display and SmartMail campaigns across its portfolio. This would allow each participating brand to reach priority households through coordinated digital and direct mail touchpoints while maintaining a consistent activation process.
The Challenge
For home services organizations managing multiple brands, scaling media across markets can quickly create operational complexity. Each brand brings its own audience, budget, market, and campaign needs, making it difficult to take a successful strategy and efficiently repeat it across a larger portfolio.
Rocksville Home Services wanted to determine whether it could establish an activation model that worked for one brand first, while creating a clear path to expand across additional brands if the platform system proved successful. The organization needed a streamlined way to reach first-party addressable households across channels without creating separate, disconnected activation processes for every brand.
The Solution
fullthrottle.ai® gave Rocksvillle an easier path from a focused trail to scalable media activation. First-party addressable activation established the foundation, allowing Rocksville’s brands to activate priority household audiences through coordinated campaigns.
Using Display and SmartMail, the program combined digital and direct mail activation within a more streamlined approach. Instead of building a more complicated activation process as additional brands entered the program, Rocksville gained a repeatable model that could be extended across its portfolio. This connected approach helped the organization move from audience creation to omnichannel execution without multiplying the workflows required for each participating brand.
That is the value of fullthrottle.ai’s streamlined activation model: making it faster and easier for teams to activate first-party addressable household profiles and scale campaigns without multiplying operational complexity.
For Rocksville, that meant the success of one brand did not have to remain a one-off program. It became the foundation for expansion across brands and regions, giving the organization a clear path to scale Display and SmartMail activation as additional budgets and markets became available.
The Results
The one-brand trial created momentum for a much larger program. Following the results of the initial test and a stronger partnership with fullthrottle.ai®, Rocksville moved toward expanding the program across its region.
Eight brands under Rocksville are now using fullthrottle.ai’s platform for their media campaigns, enabling them to quickly activate addressable audiences from one platform. Rocksville is also working toward adding eight additional brands. This expansion demonstrates that the initial activation model could be successfully repeated across a growing portfolio rather than remaining limited to one brand.
The success generated interest beyond the original region. Another region under Rocksville is adding nine of its brands to utilize the unified platform, demonstrating how a successful single-brand test created a path toward broader multi-brand adoption. What began as a focused trial is now positioned to support expansion across brands and regions through one streamlined activation approach.
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
Audience Generation
fullthrottle.ai® provided the audience foundation for Rocksville’s multi-brand strategy by turning first-party data into addressable household profiles ready for activation. This gave participating brands a consistent way to identify and reach priority households across channels while supporting expansion through a repeatable, portfolio-wide model.
Display Ads
fullthrottle.ai’s display activation provided Rocksville with a scalable digital channel for reaching targeted audiences across online environments. As the program moved beyond its initial brand, display offered a repeatable activation tactic that could be extended across participating home services brands without creating a separate media workflow for each expansion. By keeping activation streamlined, fullthrottle.ai® helped Rocksville move from a successful test toward a broader paid program while maintaining the speed and operational efficiency needed to scale.
SmartMail
SmartMail extended Rocksville’s activation strategy directly into the household through targeted direct mail. Rather than managing direct mail as a disconnected tactic, SmartMail allows teams to activate targeted household segments as part of a more connected campaign workflow. This gives home services marketers another way to reach high-priority households with messaging relevant to the audience being targeted. For Rocksville, SmartMail worked alongside Display to create digital and physical household touchpoints while supporting a campaign model that could be repeated as additional brands entered the program.
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Disclaimer: Company name adjusted to protect advertiser data