Challenge
Solution
Results
Mercury Mosaics produces remarkable handmade ceramic tile, each painted by true artisans for a look that cannot be mass-produced. It’s sort of an old-school production method, but the process for ordering these artisanal tiles doesn’t need to be stuck in the past. They wanted to find a way to sell semi-custom color blends directly through their website.
Mercury had already picked out a series of color combos that are known killers—relieving the consumer from the vexing task of identifying complementary pairings. What we needed was a sub-brand to sum up what sets these blends apart.
Our thought was to let people buy these blends in an 80/20 mix for the ideal primary/accent color ratio, so Mercury’s designers and salespeople could focus on more intricate, large scale projects rather than these simpler “soft custom” ones.
To start, we needed a name for this product line. It had to suggest that this is custom, even though the process is as turnkey as possible. So we came up with… Blends by You.
Essentially this gives the tile customer a little ego boost, giving them credit for mixing the blend, even if it’s in a limited way. It’s truly a win-win when the homeowner feels like a design maven while working with a palette they cannot screw up.
To complete that concept, we made sure the custom tile shopping experience was distinct from the typical e-commerce setup, making it feel more interactive and designy.
In our ads we tout the quality of the tile but make the user feel in charge. Mercury makes the most beautiful tile, but it is YOU who uses them as the materials to make your home a masterpiece. That message resonated…
Our campaign saw $0.42 cost per click in the first two months. We immediately saw a 220% increase in purchases from social ads after launch.
And the sales team doesn't have to manually mock up color blends for customers anymore.