V9’s strategic shift to digital advertising helped the Denver Parade of Homes expand its reach, boost traffic, and maximize conversions—leading to record-breaking engagement.
V9’s strategic shift to digital advertising helped the Denver Parade of Homes expand its reach, boost traffic, and maximize conversions—leading to record-breaking engagement.
The Denver Parade of Homes, hosted by the Home Builders Association (HBA) of Metro Denver, is an annual event showcasing the latest in home design, architecture, and technology.
The Denver Parade of Homes had long relied on traditional print advertising for its multi-week home showcase, which resulted in wasted resources as print materials went largely unused. As digital media grew in influence, the Parade recognized an opportunity to expand its reach and engage a more targeted, qualified audience. The shift to digital was also critical during the COVID-19 pandemic in 2020 when the event needed to adapt to a virtual format while still attracting attendees.
Volume Nine helped the Denver Parade of Homes transition to digital advertising in 2019 by launching its first-ever Google Ad campaign. The focus was on driving traffic to the event’s website, encouraging tour sign-ups, and encouraging participation in specialty events like Paws on Parade and Chefs on Parade. By utilizing Google Display Ads and continuously optimizing the campaign, the Parade of Homes successfully built awareness, reached new audiences, and adjusted to a virtual event format in 2020.
The results were immediate and impactful: