APRILAIRE.
AprilAire is a nationwide manufacturer of whole-house humidifiers, dehumidifiers, air purifiers, and ventilation products. Since 1954, the brand’s mission has is fill every home with Healthy Air.
The Challenge
An established B2B brand, AprilAire set out to connect authentically with homeowners, highlighting the importance of Indoor Air Quality while funneling more leads to HVAC contractors.
Campaign Strategy + Performance Marketing →
It’s Always Healthy Air Season
Led the creative strategy for the It’s Always Healthy Air Season campaign to concept, script, and develop AprilAire’s first set of CTV spots, airing across streaming platforms like Hulu, Disney+, and ESPN.
The insight? There’s no off-season for air quality.
Each spot was formatted for as vertical video ads on TikTok and Instagram and paired with static retargeting ads across Facebook and Instagram.
Campaign Manifesto
The seasons are changing. Allergy seasons linger longer, summer humidity kicks in faster, and strange weather — wildfires hurricanes and beyond — offer fewer breaks from poor air quality.
It’s always Healthy Air season. Fortunately, AprilAire is Healthy Air.
When life won’t give you a breather, AprilAire can.
Creative Strategy + Performance Marketing →
Be Prepared
As Canadian wildfire smoke blanketed much of the American Northeast and Mid-Atlantic states in June of 2023, conversations about the smoke trended on social media as many people joked about being able to catch up on their shows.
Seeing this, I quickly spearheaded an approach that would hypertarget these homeowners with ultra-relevant content on CTV platforms like Hulu paired with second screen ads on Facebook and Instagram
Results
216K: Hypertargeted Impressions
17%: Lift in direct site traffic versus YTD averages during the campaign flight
Content Strategy + Copywriting →
Organic Social + Paid Advertising
Through serialized social content and paid advertising, we tested a range of creative themes that tapped into current trends and seasonal conversations—all while driving awareness, engagement, and measurable business growth for Aprilaire.
Each piece was designed with thumbstopping creative in mind—visuals and messaging crafted to capture attention instantly, spark engagement, and drive clicks within the fast-paced scroll of social feeds. By balancing creativity with data-driven insight, we turned everyday moments into opportunities for meaningful interaction and measurable results.
Content Design →
AprilAire.com
Originally focused solely on B2B communication, Aprilaire’s website evolved into two distinct experiences: Aprilaire.com for consumers and AprilairePartners.com for contractors. This shift allowed for more targeted user journeys—inviting homeowners to explore the benefits of Healthy Air, take interactive quizzes to assess their needs, and connect with a Healthy Air Professional for installation.
