Over the past two years, the Real American Hardwood Coalition (RAHC) united the collective efforts of the hardwood industry, engaged with creative minds and entertainment partners, and launched its Build Your World® advertising campaign—the industry’s first-ever, collaborative national advertising campaign targeting consumers. And the numbers are in.
During two, six-month runs spanning the second halves of 2023 and 2024, the Build Your World campaign produced:
• 116.4 million impressions on the Magnolia Network
• 33.1 million impressions on Meta (Instagram + Facebook)
• 7.4 million impressions on YouTube
• 14.3 million impressions on the Google Display Network
• 627,000 impressions via Google Search
For those counting, that’s approaching 172 million combined impressions across the various TV, social, and digital platforms. While the results of the campaign are impressive and outperformed expectations, there’s more work to be done.
Entering year three of the Build Your World campaign, the RAHC’s messaging will shift from the previous awareness and engagement stages to the consideration stage—ultimately influencing decisions when it’s time for consumers to purchase flooring, cabinetry, furniture, and millwork to bring into their homes. And as you may have guessed, this is the most critical stage of the campaign and the RAHC is working to ensure Real American Hardwood is the natural choice.
In addition to continuing advertisements on the Magnolia Network, social, and digital platforms in 2025, the RAHC is adding a new tool to its website at realamericanhardwood.com that’ll help visitors source Real American Hardwood products to purchase. That’s right, if you’re a secondary manufacturer producing finished goods, your company will have an opportunity to capitalize on the Build Your World campaign’s success and gain new customers.
As the industry continues to navigate an uncertain economy and seeks to reclaim market share from alternative, wood-look products, the need for increased and consistent promotion and education has never been more apparent. No other product shares Real American Hardwood’s natural beauty, dependable performance, lasting value, healthy home attributes, or environmental story. Now is the time to support the RAHC and Build Your World for a sustainable future—for your company and the industry as a whole.
To learn more about the RAHC and its work to promote Real American Hardwood products and educate consumers and design professionals, visit realamericanhardwood.com/industry.
