giving homeowners the reins of their roofing projects

The roofing industry had traditionally marketed to professional contractors since homeowners often rubber-stamped their contractors' product suggestions. Homeowners had a lack of confidence in the selection process, but as they research more and grow design savvy, they’re becoming actively engaged in their projects. For an industry leader like Owens Corning, opportunity to drive brand awareness and loyalty was calling. It was time to speak directly to homeowners.

woman looking through car window at an Owens Corning roof

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.

insights

Our comprehensive Discovery & Insights process revealed that homeowners often begin roofing projects with online searches, and typically wait until after they’ve selected a roofing contractor to make their product and color selections. It pointed to homeowners who valued design and how their homes look.

person working on a laptop viewing the Owens Corning Roofing website

Positioning

two story house with an Owens Corning roof

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.

Owens Corning roof smarter website landing page displayed on a laptop sitting on a desk

Owens Corning roof smarter brochure laying open on a wood table with the pink panther overlayed pointing to it

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.

person holding a mobile phone displaying the Owens Corning roof gawking ad

Owens Corning Roof gawking campaign landing page on the website displayed on a laptop

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

Central to the homeowner strategy was meeting them where they are – online. Using #RoofLove, social media influencers posted their own perspectives on how our client was making the roof selection process easy, and fun!