AprilAire

 

The Brand

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.


 

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


 

Campaign Strategy + Performance Marketing

Don’t Lose Sleep Over Healthy Air

Winter is a crucial season for AprilAire as dry winter air often leads to discomfort, itchy skin, poor sleep, and an uptick in flu symptoms—all of which can be quelled by whole-house humidification solutions.

In particular, research showed homeowners were interested most in humidification products to aid with sleep and stress during the winter, often caused by dry winter air.

This seasonal sub-campaign promoting “Healthy Humidity” capitalized on that insight by positioning AprilAire as the most effective and stress-free way to get restful sleep along with a host of other benefits.

Results

  • 4.7M Total Impressions

  • 262% Ahead of Projected ‘Find a Pro’ Funnel Events

  • 217% Ahead of Projected Leads Collected

  • 143% Ahead of Projected Site Visits

  • 1st place for ‘Creative Effectiveness’ by NJAdClub, 2022

Instant Experience Ad


 

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.