using creators to drop roofing knowledge

Owens Corning wanted to help more homeowners make informed decisions about their roofing projects in general and shingle colors in particular. We helped them engage content creators and influencers to “drop some knowledge” on homeowners to make them more aware of our client’s many educational and inspirational tools. Like helping homeowners better understand when it's time to replace their roof and how to pick a perfect shingle color.

the opportunity

Homeowners can dread replacing their roof. They “don’t know what they don’t know,” from the warning signs of trouble, to the role of different roofing products, to warranty options. They also aren’t aware of the playful design tools that can help them choose the right shingle color for their home. Homeowners needed a boost of confidence to manage the process and select a roof they’ll love!

our process

In partnership with Owens Corning, we built a two-phase influencer program to help inform and inspire homeowners. Together we set out to educate, not just advertise, pairing credible creator voices with content that meets homeowners where they are.

we delivered

Niche creators were used to drive discovery and tool use. Then a partnership with HGTV stars Erin & Ben Napier extended reach with approachable, educational content that directed homeowners to our clients’ tools.

phase 1: micro-influencers

Averaging between 10,000 to 100,000 followers, micro-influencers provide authentic storytelling, niche expertise, and put our client’s brand in front of their loyal audience. They had creative flexibility to provide genuine, relatable content that drove superior engagement.

phase 2: erin and ben napier

A self-proclaimed “roof geek,” HGTV host Erin Napier’s design expertise and relatable style perfectly complemented the Owens Corning brand. Through a series of videos and social posts, she shared how their shingle colors helped her design beautifully coordinated homes while her husband, Ben, spoke to the shingles’ performance.

2026 Shingle Color of the Year

Knowing her love of the color Green, we tapped Erin Napier to help Owens Corning announce their 2026 Shingle Color of the Year, Evergreen Mist.

expanded impact

The partnership with Erin & Ben leveraged their authenticity with their followers and expanded our client’s messaging to encompass both design and performance.