Online media campaign targeted towards 25-54 year-old do-it-yourselfers. The placements were used to give users an engaging demonstration of unique product benefits, with or without a click-thru to the destination page. Rich media placements had click-thru rates up to 12% (triple the industry standard) and the expandable units had interaction rates of 9%. The Flash banners also performed above average with a click-thru of 0.7%.