By Sarah Caron, Director, Renovation Services, CHBA
The 2025 Renovation Month campaign marked a milestone for RenoMark, generating a surge in brand awareness and engagement across Canada. By leveraging a multi-platform strategy, the initiative successfully connected with Canadian homeowners searching for renovation advice and trustworthy professionals. The campaign delivered an impressive 19.7 million total impressions across radio, print, digital and social media. This expansive reach was not simply a matter of numbers, but a deliberate effort to engage Canadians where they live, work and connect, both on- and offline.
The campaign’s impact went far beyond metrics, fostering a wave of national participation from provincial and local home builders’ associations (HBAs) and members. The campaign demonstrated that unified national messaging, backed by strong local activation, can create an extraordinary ripple effect. HBAs and renovation professionals across Canada stepped forward in unprecedented numbers to post stories, educate homeowners and champion the value of professionalism in the renovation industry.
Central to the campaign’s success was a comprehensive promotional toolkit tailored to the diverse needs and capacities of HBAs and industry members. With usability at the forefront, CHBA created a robust suite of assets that included ads (digital, print and radio), signage, email graphics, a press release, social media posts and renovation guides. The strong visual impact and concise messaging helped reinforce the campaign’s themes and ensured that Renovation Month was consistent and recognizable across Canada. Meanwhile, the variety of assets enabled HBAs and members to connect with audiences on platforms where Canadians spend much of their time – whether scrolling through social media feeds, searching online for renovation tips or listening to streaming audio on the go.
Results
The campaign achieved a remarkable digital presence, reaching 16.3 million impressions across platforms such as Google, Meta (Facebook and Instagram), Pinterest, Reddit and Spotify. Meta ads excelled at driving engagement and click-throughs particularly among users aged 35 to 44. Google delivered reach and cost efficiency across a variety of high-profile Canadian sites such as theweathernetwork.com, cbc.ca, citynews.ca and breakfasttelevision.ca. Reddit reached communities passionate about DIY, home improvement and design, while Pinterest resonated with users interested in home decor and architecture. Spotify achieved a remarkable 98 per cent ad completion rate for the 30 second audio ad, primarily reaching users aged 25 to 44.
The campaign’s single-month impact on the RenoMark website was substantial. Website traffic skyrocketed, delivering 24,539 page views, a remarkable 382-per-cent increase during the campaign period. This included 20,000 new users, a fivefold increase over the previous month. User engagement soared, with nearly 60,000 events (clicks, scrolls, forms) triggered on the site, underscoring strong interaction with digital tools. The “Find a Renovator” page continued to perform as the website’s primary conversion driver. Without a doubt, the Renovation Month campaign elevated RenoMark’s digital presence to new heights, driving measurable gains in awareness, engagement and conversions.
As the campaign unfolded, the collective efforts of HBAs and members became a driving force behind its success. Members participated enthusiastically, sharing campaign assets and highlighting the benefits of working with verified professionals. Earned media generated an additional 3.4 million impressions worth $114,000 in ad value equivalent were achieved via radio and print thanks to local HBA participation. This grassroots engagement reinforced the campaign’s national message and created a sense of unity and pride among renovation professionals across Canada.
Summary
The effectiveness of a targeted, multi-platform strategy underscores the campaign’s significant contribution to raising the profile and awareness of the RenoMark brand. The success of Renovation Month is not only reflected in the campaign’s impressive analytics but also in the strengthened relationships within the industry. CHBA, provincial and local HBAs and members have set a new standard for collaboration, showing that together, they can create lasting impact on a national scale. This campaign will serve as a blueprint for future initiatives, proving that with the right tools, message, and collective effort, Canadians can be inspired to take action toward their home renovation goals.
