giving homeowners the reins of their roofing projects
The roofing industry had traditionally marketed to professional contractors, with homeowners often rubber-stamping their contractors' product recommendations. But as homeowners research more and become increasingly design savvy, they're taking a more active role in their roofing projects. For an industry leader like Owens Corning Roofing, the opportunity to build brand awareness and loyalty was calling. It was time for a homeowner marketing strategy that spoke directly to them.
Strategy
the opportunity
Educate and inspire homeowners on the impact the roof can make on their home’s exterior and how to take control of the decision.
our process
Leverage research insights to identify the homeowners most likely to play an active role in roofing projects, then build their confidence in selecting products.
we delivered
We helped our client connect with homeowners at every stage in the roofing project journey and elevated product selection from an afterthought to an exciting design opportunity.
understanding the homeowner roofing journey
Our comprehensive Discovery & Insights process revealed that homeowners often begin roofing projects with online research, but typically wait until after selecting a roofing contractor to make product and color decisions. The research also identified an opportunity to reach design-conscious homeowners who care deeply about how their homes look.
Positioning
For a roof you’ll really love™
Replacing the roof that’s protecting all a homeowner cherishes most is no ordinary project. It’s an extraordinary opportunity to love their home even more. Our positioning needed to encourage them not to settle for the “same old” roofing.
Homeowners need to see their roof as a canvas that could become the envy of the neighborhood. That when they invest so much in a project, they shouldn’t just like the results. They should love them.
Brand Pillars
Two distinct campaigns
Roof Smarter™
Roof Gawking™
Roof Smarter delivered the knowledge
The Roof Smarter campaign empowered homeowners to confidently research and manage a re-roofing project without burying them under technical speak. From a comprehensive Roofing 101 Guide to project checklists to online videos, the campaign positioned our client as a trusted and expert roofing brand that enables the homeowner to confidently take control of their project to achieve a roof they’ll love.
RoofSmarter.com
Roof Smarter campaign elements linked homeowners to a hub of our client’s roofing education tools. This single online resource helped homeowners better understand the scope of a roofing project before having to engage a contractor.
Roof Gawking shared the inspiration
We learned many homeowners scout their neighborhood for ideas, a practice our client trademarked “Roof Gawking.” Our Roof Gawking campaign playfully re-creates how this practice comes to life, demonstrating how the thoughtful selection of roof color completes awe-inspiring curb appeal.
RoofGawking.com
Roof Gawking campaign elements linked homeowners to a web page of design tips and roof color selection tools. This user-friendly hub helped them discover roof color possibilities and experiment with the impact different options could make on their home.
sharing the roof love through influencer marketing
Central to the homeowner marketing strategy was meeting homeowners where they were: online. Using #RoofLove, social media influencers shared their own perspectives on how Owens Corning was making the roof selection process easier, more approachable and even fun.
homeowner campaign results
The integrated homeowner campaigns exceeded expectations, generating significant reach, video engagement and traffic across digital channels.
889K Actual Impressions
337.9K Video Views
13.1K engagements
17K click-throughs
ready to be uncomfortable?
If you're ready to push beyond the status quo, we're ready to get to work.