Driving demand for a brand sold through retailers.

DAP Canada is on the shelves at Home Depot, Canadian Tire, and beyond. There's no checkout to drive clicks toward. The job of paid is recognition at the moment of aisle decision.

Engagement modelYear-roundAn ongoing partnership with constant monitoring, measurement, and optimisation built into how we operate.

Retail footprintMajorOn the shelves at Home Depot, Canadian Tire, and other major Canadian home improvement and hardware retailers.

Goal Front of mindAwareness and consideration that put DAP front of mind for customers researching, comparing, or planning a purchase.

The Challenge

Paid media for a brand without a checkout to optimise against.

“When the conversion event lives on someone else’s site, the paid media job becomes recognition at the moment of decision. Different signals. Different discipline.”

— NVISION media note

DAP is a leader in sealants, adhesives, caulks, and patch and repair products, with shelves in nearly every major Canadian home improvement and hardware retailer. The brand is trusted by professionals and DIYers alike.

What DAP doesn’t have is a direct-to-consumer channel. Every sale happens through a retailer, which makes paid digital advertising a fundamentally different challenge than it is for ecommerce brands. There’s no checkout to drive clicks toward, no conversion event to optimize against, no purchase data to feed back into the ad platforms.

The job of paid media for DAP is to build awareness, drive product consideration, and make sure that when a customer is ready to buy — online through a retailer or in-store — DAP is the brand they recognize and reach for.

Our Approach

How we solved it

We run DAP Canada's paid digital advertising as an ongoing partnership, with constant monitoring, measurement, and optimisation built into how we operate. Campaigns are structured around the realities of a retail-distributed brand, then scaled meaningfully when peak season demands it.

Step 01

Track What Matters

Track and optimise against the signals that actually matter for a brand sold through third parties — not vanity clicks. Reach, frequency, view-through impact, brand search lift, retail cycle alignment.

Awareness-stage measurement
Brand search lift tracking
Retail cycle alignment
Signal-vs-vanity discipline

Step 02

Run Year-Round

Steady awareness and consideration through the calendar, with campaign structures, targeting, creative, and spend allocation adjusted continuously to keep performance moving in the right direction.

Always-on awareness
Consideration-stage retargeting
Creative refresh cadence
Audience + targeting iteration

Step 03

Scale at Peak

More frequent optimisation cycles, expanded campaign coverage, and operational bandwidth to react quickly during the windows where project intent is highest and competition is fiercest.

Peak-season scaling
Expanded coverage
Faster optimisation cadence
Competitor response operations

The Work

How we run it.

Awareness + consideration. Every dollar working toward keeping DAP front of mind at the moment of decision — researching, comparing, or aisle-ready.

Scaled to season. Year-round program with deliberate scaling during peak windows when project intent is highest and competition is at its peak.

The Results

The numbers that matter.

Program cadence

365

Year-round

A continuously-managed program that respects the complexity of marketing a brand sold exclusively through retailers.

Peak-season scaling

Live

When it counts

DAP gets the additional support they need to compete for attention during their most important windows of the year, without managing the surge internally.

Front-of-mind metric

Held

Brand recall

Customers researching home improvement projects or planning a purchase met with DAP advertising designed to keep the brand front of mind.

Operational discipline

Long-term partner

Brand recall

A paid media partnership that gives DAP confidence their digital spend is being managed with the same care as the rest of their marketing program.

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Driving demand for a brand sold through retailers.

Paid media for a brand without a checkout to optimise against.