using an influencer marketing strategy to educate homeowners
Owens Corning partnered with Interrupt to develop an influencer marketing strategy that educated homeowners throughout the roofing decision process. By partnering with trusted creators and HGTV's Erin & Ben Napier, the campaign delivered authentic content that built confidence, inspired shingle selection and increased awareness of Owens Corning's educational tools.
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 and warranty options. They also aren't always aware of the design tools that can help them choose the right shingle color for their home. Owens Corning needed an influencer marketing strategy that would educate homeowners, build confidence and encourage them to explore the brand's roofing resources.
our process
In partnership with Owens Corning, we developed a two-phase influencer marketing strategy to inform and inspire homeowners. Rather than simply promoting products, we paired credible creator voices with educational content that met homeowners where they were in their roofing journey.
we delivered
A two-phase influencer marketing campaign paired trusted micro-influencers with HGTV stars Erin & Ben Napier to expand reach, increase engagement with Owens Corning's educational tools and help homeowners make more confident roofing decisions.
phase 1: micro-influencer marketing
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: celebrity influencer marketing
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.
ready to be uncomfortable?
If you're ready to push beyond the status quo, we're ready to get to work.