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Industry
Industrial Manufacturing
Location
Snohomish, WA
Tags
DIGITAL ADVERTISING
PINTEREST
DATA INSIGHTS & REPORTING
WEBSITE REDESIGN
Key Impact
Built new brand website on Webflow and launched highly successful Pinterest Ads campaigns.
7x
ROAS
Line & Hammer
THE CHALLENGE
LAUNCH A REDESIGNED WEBSITE & ESTABLISH A PROFITABLE DIGITAL ADVERTISING STRATEGY
Naimor Inc., a metal fabrication business based out of Snohomish, WA, approached Avatria because they were in the process of launching a product brand called Line & Hammer that would focus on the design & manufacture of custom staircases, doors, and home goods. Although they’d spent the past 14 years building a successful B2B business focused largely on the manufacture of parts & components, they needed help determining if digital advertising was a viable path to growing their new business line.
In the preceding months, they’d attempted a soft launch via a DIY webpage and self-managed Pinterest campaigns, but had found little success. Before giving up on the initiative altogether, they decided to seek out expert help.
PROJECT DETAILS
Website development & campaign strategy
Avatria was tasked with guiding all aspects of the Line & Hammer digital strategy, including the following responsibilities:
- Designing and developing a modern website that could showcase all of Line & Hammer’s product types, collect leads, and stay within a modest budget.
- Leading a vendor selection process to choose a CMS platform that could meet client requirements.
- Implementing data collection and conversion tracking on the new website.
- Designing a digital advertising strategy for Pinterest.
- Configuring and actively managing Pinterest ad campaigns.
- Providing regular reporting and insights on in-progress ad campaigns.
Results
Effective digital marketing from brand launch on
The selected Webflow template streamlined development, allowing us to launch a stylish new website for Line & Hammer within one month. The site features a lead form integrated with HubSpot to automate prospect collection and tracking.
Within a month of launch, Pinterest proved highly effective, exceeding client expectations. Despite a modest ad budget, the campaign drove high site traffic, a dozen-plus quality leads, and Line & Hammer's first custom stair sale. To date, ROAS exceeds 7, with over $900k in projected revenue still in the sales funnel.
Beyond lead and revenue generation, Avatria helped Line & Hammer refine their business strategy. Pinterest users showed a stronger tendency to click ads and convert to leads after viewing stairs products. Combined with screen recording data, this supported the hypothesis that a lack of eCommerce functionality was hindering other product types—leading the client to focus on stairs until a more traditional sales experience could be offered for their remaining products.
OUR ROLE
Website Design & Development
In order to create an attractive brand experience with minimal time and financial resources available, Avatria identified Webflow as the best fit for Line & Hammer’s needs. We then selected an attractive, professional template, created wireframes around it, wrote new content, and managed the development process to ensure that the end result was as high of quality as possible.
Data Collection Implementation
To enable the reporting we’d need to provide useful insights about campaign effectiveness, Avatria implemented detailed event tracking via GA4, conversion tracking via the Pinterest Tag, and heatmaps and screen recordings via PostHog. Leads were collected via a Webflow form and integrated with the client’s Hubspot.
Digital Ad Strategy
With almost no prior digital ad experience, the client had numerous questions they sought to answer via this initial engagement, including the relative effectiveness of different product types, campaign types, assets, audiences, and more. Focusing on Pinterest due to its known usage within the industry, we assembled a testing strategy that would seek to answer client questions while also striving for profitability.
Campaign Reporting & Optimization
Once initial campaigns were configured, Avatria provided ongoing support via reporting and optimization. A weekly cadence ensured the minimization of wasteful spend due to ineffective campaigns and ads, while meeting with the client and hearing about the sales process helped us fine tune our strategy even further.
<1
Month from start to site launch
7x
ROAS
$900k+
Projected revenue
$30k+
Revenue in first 3 months
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