Owens Corning Roofing wanted to drive awareness and consideration within key markets.
High frequencies were needed in order to drive awareness, and social needed to drive immediate impact to lower funnel metrics to prove opportunity. However, social budget was minimal vs. overall media budget. The key markets needed to be prioritized in order to make an impact.
We developed a marketing prioritization model to identify the top markets that were most opportunistic to drive immediate results. Then we developed a creative and unit testing strategy to introduce new high impact creative units and discover what new messaging resonated most with homeowners and contractors. Following, we launched a two-week test with minimal spend to identify the top-performing ad unit types and messaging to carry throughout the campaign.
Results have demonstrated a huge impact not only to consideration KPIs, but have also resulted in sales leads attributed to social media. Due to the high performance of the social media campaign, the client increased budgets mid-campaign to allow for further testing. With the funds, we extended reach through the Facebook Audience Network as well as activated additional markets. Upon completion, the campaign delivered a 180% return.