James Hardie
Philly was amidst an epidemic due to the improper installation of stucco. James Hardie wanted to provide their fiber concrete siding as the alternative choice when homeowners make the repair. A team of peers and I took their data and shoestring budget and developed a strategy using existing programs/materials along with gorilla, digital, and traditional tactics to drive awareness to affected homeowners with hyper-local precision.
Agency
ARS 2018
Service
Digital | Social | OLA | Print | OOH
Role
Creative Director | Strategy
inform
Due to the distinct area of the problem, tactics to drive awareness were meant to be agile and, at times, location-specific.
educate
HardieforPhilly.com offers affected homeowners a destination to learn about the stucco installation problems and inform on the benefits of JH in an extreme climate like Philly. In effect enforcing JH as a trusted advisor in their time of duress.
hyper-local
To drive awareness with frequency, mobile billboards would be used in tandem with targeted messaging in affected areas.
boots on the ground
By informing the affected homeowners through a mix of digital and traditional tactics, JH was able to assemble a trusted army of advocates. The tactics deployed ranged from door hangers, direct mail, yard signs, targeted FB and sponsored NextDoor ads. Implementing a rapid iteration approach, the OLA content was optimized at regular intervals to achieve maximum engagement.
