HYDE TOOLS

Hyde Tools, a manufacturer of professional-grade painting, drywall, and surface preparation tools, partnered with Paragon Digital Marketing to expand their digital advertising strategy and increase awareness for key product categories.

Because Hyde products are commonly purchased through hardware retailers, distributors, and online marketplaces like Amazon, the objective was not solely to drive direct online sales. Instead, the goal was to introduce Hyde Tools to new audiences, support product discovery, and influence purchasing decisions across multiple channels.

Paragon developed and executed a multi-channel digital advertising program spanning video, Over-the-Top (OTT), and search placements designed to increase product visibility, drive qualified website traffic, and support sales growth across multiple Hyde product lines.

Challenge

Manufacturers like Hyde Tools face a unique challenge when measuring the impact of digital advertising. While website traffic and e-commerce purchases provide useful signals, many customers ultimately purchase products through retail stores or third-party marketplaces, making it difficult to capture the full influence of online campaigns.

Additionally, with so many brands and tools available to do-it-yourselfers (DIYers) and professionals, differentiating quality and craftsmanship online, without the benefit of physically handling the product, presents a real challenge.

Hyde Tools needed to:

• Increase awareness among relevant audiences
• Clearly demonstrate product benefits and quality
• Drive qualified website traffic
• Influence both online and offline purchasing behavior

Strategy

Paragon designed a multi-channel advertising strategy that balanced brand awareness with demand generation. The campaign combined video advertising with search campaigns to reach customers at different stages of the buying journey.

Video Advertising for Product Awareness

Video ads, developed by our partners at Six Point Strategy, were deployed across YouTube and Google Display Network video placements, allowing Hyde Tools to visually demonstrate product performance and reach audiences actively consuming home improvement and contractor-related “how-to” content.

Multiple video variations were tested, including short-form and longer demonstration formats, enabling the platform to optimize delivery toward the most engaging creative

OTT Advertising for Connected TV Audiences

OTT advertising extended Hyde Tools’ reach into the living room, delivering product-focused video ads directly to the connected TVs of targeted DIYers and professional contractors. These placements reached viewers mid-stream, engaging potential customers in a full-screen, non-skippable environment that traditional scroll-and-click ad formats can’t match.

Search Advertising for High-Intent Traffic

Search campaigns targeted users actively researching specific tool categories, ensuring Hyde products appeared when potential customers were already looking for solutions. Campaigns were structured around key product groups, including sanding tools, drywall knives, and other professional-grade tools.

Audience Insights Through Observation Targeting

Demographic targeting was configured in observation mode to gather valuable data about age groups, gender, and household income without restricting reach too early in the campaign.

This approach helped Hyde gain insight into who was engaging with their products while maintaining scale.

Results

The campaign successfully increased product visibility and engagement among Hyde’s core audience of contractors and DIY enthusiasts.

Over the course of 18 months, video campaigns generated 8.5M impressions, 910k video views, and more than 90k ad clicks to Hyde’s online store, introducing Hyde Tools to a large audience researching home improvement projects. Engagement with Hyde’s website increased significantly, including a 27% increase in traffic to product pages and a 432% increase in add-to-cart activity during the campaign period. Most notably, the campaign drove substantial growth in product demand. Sales of sander products alone increased 400% compared to average monthly sales, with elevated purchase activity continuing in the following month.

Because Hyde products are widely available through retailers and online marketplaces, the campaign influenced additional purchases beyond those directly trackable through Hyde’s website. By combining targeted video advertising, OTT placements, product-focused creative, and search campaigns capturing high-intent demand, Paragon helped Hyde Tools expand awareness and drive measurable growth across key product categories.

8.5M

CAMPAIGN IMPRESSIONS

910K

VIDEO VIEWS FROM TARGETED AUDIENCES

+400%

INCREASE IN SANDER PRODUCT SALES

Because Hyde products sell through retailers and online marketplaces, the true impact of the campaign extended well beyond what any single channel could measure.