UX · CONTENT · PERFORMANCE · AI

Campaigns

Performance and Growth

On this page:

• Overview
• Audience
• My Role
• The Challenge
• What Our Audience Told Us
• Our Approach
• Why This Media Mix Worked
• Performance
• Outcome

Overview

Renovations are emotional. People want homes that feel modern, safe and “right,” but hardware rarely gets the spotlight.

This campaign changed that by reframing door hardware as an essential part of the renovation journey.

We met renovators where they already were: watching Nine, scrolling social, researching upgrades on YouTube.

Two segments emerged clearly: Homeowners clicked. Tradies watched.

Their behaviours shaped our media mix and our creative decisions.

The outcome: stronger category presence for Lockwood, measurable movement toward consideration, and new insight into how renovators make real decisions.

Audience

We focused on two high-value but behaviourally different segments:

• Female homeowners — value inspiration, quality, safety, and a sense of “finishing the home.”
• Construction workers & tradies — value reliability, durability, brand trust, and industry familiarity.

These two groups responded differently across channels, giving us rich behavioural signals to shape future creative and media.

My Role

I led the strategy, channel planning, creative direction guidance, and performance optimisation for this campaign. This included:

• Translating renovation insights into a clear, behaviour-led media strategy.
• Designing a video-first approach to stretch a tight budget.
• Coordinating premium placements (Nine, BVOD) and high-reach social.
• Managing performance optimisation across YouTube, Facebook, and Instagram.
• Analysing segment behaviour (renovators vs. professionals) to inform future planning.

My focus was on efficient impact: showing how thoughtful media choices can shift real decisions in real homes.

The Challenge

Hardware is rarely the hero in renovations.

Most Australians think about paint, tiles, lighting - but not the lock on their front door. This meant:

• Low awareness of how quality locks affect safety, longevity and home feel.
• Minimal early-stage consideration during renovation planning.
• A noisy market, with renovators overwhelmed by choices and content.
• Two very different segments, homeowners vs. trades, with different motivations and behaviour.

To succeed, we needed a campaign that could inspire one group while informing the other, without fragmenting the strategy.

What Our Audience Told Us

Renovators and professionals don’t behave the same, and this became the heart of the strategy.

Homeowners (mostly women renovating)

• Seek inspiration, ideas, mood, “feel”.
• Respond strongest to video, visuals, and premium environments.
• Click through when the content feels achievable and emotionally aligned.

Tradies & hardware professionals

• Value reliability and technical credibility.
• Complete videos in full - watching behaviour, not clicking behaviour.
• Respond well to familiar brands shown in high-trust contexts.

These insights helped us split our creative weighting and channel allocation for maximum efficiency.

Our Approach

We combined creative discipline with a tight performance strategy to stretch a modest budget.

Our approach is centred on four pillars:

1. Video-first storytelling

To inspire homeowners and demonstrate finish quality visually.

2. Premium placements

Nine Network + BVOD created trust, attention and emotional impact.

3. Social pace & frequency

Short, high-reach videos on Facebook and Instagram to maintain familiarity and drive clicks.

4. Intent-led performance media

YouTube captured people researching specific renovation upgrades — the moment consideration peaks.

Why This Media Mix Worked

This campaign succeeded because our media matched real behaviour patterns.

• Nine + BVOD reached renovators in high-attention environments, ideal for inspiration.
• Facebook & Instagram matched everyday scrolling habits and drove efficient reach + click activity.
• YouTube captured renovators researching upgrades in real time.
• Video formats communicated trust, style, and quality far more effectively than static content.

The mix balanced broad reach, relevance, and behavioural precision.

Performance

The campaign delivered strong performance across every major channel, with a clear segment split:

• Homeowners clicked
• Tradies watched

This behaviour insight became a valuable input for both future campaign sequencing and creative development.

Outcome

The campaign delivered both immediate impact and long-term strategic value:

• Strengthened Lockwood’s presence in the renovation category.
• Successfully moved homeowners toward consideration at the upgrade-planning stage.
• Proved the value of a video-led, renovation-focused strategy.
• Gave Lockwood a new behavioural framework for segmenting future campaigns.
• Demonstrated that thoughtful, audience-led media can shift real choices in real homes.

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