Headline Here.
The Challenge
James Hardie had a strong connection in the B2B space, but minimal consumer brand awareness and a 12–18 month sales cycle. Our role was to help build their brand while also driving homeowner leads now for their network of contractors. Plus, their current data silos hindered their media & marketing effectiveness.
The Strategy
Utilizing brand assets, we developed a performance-focused campaign to drive qualified leads; the campaign leveraged a longer length :60 spot that balanced both emotional and educational content to inspire our high-end consumer. In addition, our data team built a bespoke customer data platform (CDP) to unify online & offline data. We transformed fragmented information into actionable customer insights, targeting and optimization.
Results
Our efforts decreased acquisition cost by 45%, beat lead targets by 7% and drove a 2.5x lift in unaided brand awareness. Over three years we achieved a 38% YoY increase in leads and reduced their average production costs of creative assets by 48%.