In early 2020, families around the world suddenly found themselves confined to their homes and balancing the needs of remote working and homeschooling with meal times, recreation, and exercise in a common space. Desperate for a bit of space and privacy, people longed to create a sanctuary to escape from the cacophony of lockdown life.
Murphy Door, manufacturers of quality custom-made hidden doors for people wanting to create private hideaways in their own homes, recognized an opportunity for growth. They sought to increase brand recognition and reach new prospective customers.
Partnering with Quantcast, Murphy Door was able to prospect new customers based on pixel site data and retarget users who had been to their website. With our audience insights, they discovered more growth areas for their business by connecting with customers who are considering remodeling or looking for solutions to create different spaces in their homes. Murphy Door’s customers have used their products not only to create quiet retreats from the kids, but also to build extra pantry storage space, hidden closets, reading rooms, home offices, secret hot tubs, craft rooms, and tucked-away kids’ playrooms. The company was able to identify a growth opportunity by partnering with home builders to offer Murphy Door as a standard or optional add-on for new builds.
Marketing Manager Mary Castelli has been excited to see the company’s accelerating growth: “As well as home offices, we’ve seen a growing trend for people running home-businesses using our product to separate work and home life. One customer installed a Murphy Door in her home to create a divide between her home life and the hair styling business she runs. We’re delighted that we’re helping more and more people find peace with their families in a challenging time and pursue opportunities as a result of our products. Quantcast’s unique data and machine learning technology has played a pivotal role in helping us understand and reach this broadening audience.”
Quantcast has been working with Murphy Door since 2017, helping the business steadily grow its customer base with a focus on the US market. Recently, Murphy Door’s campaigns with Quantcast have achieved an astonishing 5000% return on ad spend (ROAS). The company has seen sales skyrocket during the pandemic.
So far, the company has sold more than 25,000 hidden doors to homeowners wanting to create their own version of Narnia or the Batcave. More recently, the company has become its very own TikTok trend with homeowners sharing their videos of bourbon tasting rooms and hidden closets within their own homes.
CEO Jeremy G. Barker said: “Home life has changed, very likely forever. More and more home buyers are looking for convenient ways to balance work and home life within the same space. To be able to close the door on work at the end of the day is far more desirable than having your desk and laptop always there in the corner of your living room. We’re excited to see more and more growth areas for our business as we help our customers adapt.”
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