#United States #DoorDash #Oak Brook #Ace Hardware #RedVest Media

RedVest Media's Innovative Launch at the 2027 Upfront Event

On August 27, 2026, Ace Hardware's RedVest Media launched a range of groundbreaking tools aimed at redefining how brands can interact with consumers in the DIY market. This announcement came during their inaugural 2027 Upfront event, showcasing an impressive slate of enhancements including measurement improvements and social media capabilities that will help brands engage their audiences more effectively.

A New Era of Measurement and Engagement

RedVest Media's evolution into The Helpful Network signifies a commitment to leveraging Ace's unique relationships with its customers and its deep-rooted presence within local communities. By enhancing measurement solutions and audience insights, brands can now forge stronger connections at every stage of the customer journey—from initial inspiration to the final purchase.

Molly Hjelm, Corporate Vice President and Head of RedVest Media, described the expansion of their offerings as a move towards providing robust measurement tools that are both actionable and measurable. “We're focusing on more insightful ways to activate across the customer journey,” she stated at the event.

Robust Measurement for Informed Decisions

One of the key enhancements RedVest Media has introduced is a more comprehensive measurement suite. This aims to provide advertisers with a clearer understanding of not only the immediate performance of their campaigns but also their long-term business impact. With new features like incrementality measurement for offsite media and new-to-brand reporting, brands can gain valuable insights into what drives their growth.

Social Amplification and Influencer Marketing

Recognizing the powerful role of social media in brand storytelling, RedVest Media officially launched a suite of social amplification and influencer marketing capabilities. Brands will now have the opportunity to extend their existing social content into broader media environments, while leveraging RedVest's audience capabilities and closed-loop measurement. Partnering with trusted influencers vetted by Ace, brands can create authentic engagement, reaching customers at pivotal moments in their decision-making process.

Partnering with DoorDash for Commerce Opportunities

In a notable move, RedVest Media announced a partnership with DoorDash. This collaboration introduces a commerce-media touchpoint, allowing vendors to directly engage with customers on the Ace Hardware storefront through DoorDash. Sponsored Ad formats aim to increase visibility and influence purchase decisions during high-intent shopping moments, effectively broadening the avenues for brands to connect with consumers through RedVest Media’s ecosystem.

Understanding the Unique Ace Customer

To further enrich brand engagement, RedVest Media is developing a specialized audience library that will target Ace's unique customer base, which includes DIY enthusiasts and proactive homeowners. This allows brands to connect with tailored customer segments that align with their marketing objectives, enhancing the relevance and effectiveness of their campaigns.

Innovations Tailored for Local Communities

RedVest Media is also launching innovations that embrace the distinct dynamics of the home improvement sector. For example, Weather-Triggered Programmatic Advertising adapts campaigns based on local weather conditions, delivering contextually relevant messages when household needs arise due to changing weather.

Additionally, RetailerReach enables eligible vendors to connect with Ace retailers through various channels, allowing brands to bolster their visibility and enhance distribution partnerships. Category Driver Campaigns will offer multi-brand media packages during peak seasonal moments, facilitating cost-effective investment opportunities for participating brands.

Conclusion: A Future-Oriented Approach

These striking advancements position RedVest Media as a vital player in the retail media landscape, marrying the convenience of digital commerce with the relatable touch of local community engagement. As Ace Hardware continues to be synonymous with helpfulness and community support, RedVest Media stands ready to leverage its expansive reach—tapping into over 80 million Ace Rewards members and 5,300 store locations.

As Kim Lefko, CMO of Ace Hardware, articulated, “RedVest Media is a brand-building tool that empowers our vendor community to capture attention and drive growth.” With these new capabilities already available, the coming year looks promising as the audience library and tools evolve, paving the way for enhanced brand engagement and consumer connection within the DIY market.