Part of the challenge for DMOS has been a digital ad strategy leaning heavy toward low funnel and immediate sales—one that turned each purchase into a too much of a commodity for their high-performance American-made tools. As we worked with the leadership team to match the message of their upmarket brand to customers who were searching for a shovel they could depend on, we developed a mid-funnel digital ad campaign. This third act in our DMOS arc focused less on immediate conversion and more on mid-funnel customer acquisition. We crafted headline and subhead copy that teased out brand character and selected images that matched the tone of the new site, to attract the lifetime customers we wanted to attract.
