Case Study
While architects, designers and contractors are working toward the same goal, they aren’t always focused on the same thing at the same time. Stoner Bunting understands how to engage the audience with the right message in the right way.
Campaign performance highlights are proof that audience-specific content maximizes engagement:
- Time-on-landing pages are 2-3X the client website’s average time-on-site metric
- The addition of a second video increase time-on-page by 50%
- Nearly 100% of page visitors interacted with infographic engagement and 12% engaged through clicking
The Client’s Challenge
CertainTeed is a well-known and trusted brand for quality, suspended ceiling products, but they aren’t known for more design-forward aesthetically versatile options. As design trends have moved toward more open spaces, incorporating wood, glass, metal and other sleek, hard surfaces, typical gridded suspended ceiling solutions don’t really fit the vision. CertainTeed had an innovative product line. They just needed to make enough noise to get architects, designers and contractors to listen.
The Solution
Stoner Bunting knew that simply promoting the product features and benefits wasn’t enough. We had to speak about the product in a compelling way to each audience to engage them and bring them along. Ultimately, we developed a content-centric integrated campaign that allowed us to deliver an overall cohesive message, while tailoring our subject matter by audience.
For example, we engaged architects and designers on a high level with design ideas and solutions. Colors. Shapes. Styles. And forms. Compelling infographics and videos were key in delivering the information in an effective way. On the other hand, contractors are focused on different challenges, like installation, and so we created videos and other content to help them out.
To keep everything clear, we developed separate landing pages and drove each audience to the appropriate one, leveraging paid, owned and earned media across print, digital and social. And of course, we didn’t forget the sales force.
All of the content was repeatedly updated to keep the information fresh and continue to build engagement. White papers, articles and case studies were also added along the way to highlight success, continue to build awareness or pique the interest of those with projects in the pipeline looking for solutions. Some of the longer form content pieces were featured in respected trade publications which expanded our reach and helped further build the brand’s credibility.
Additionally, in order to carry the campaign and messaging all the way through the path to purchase, we created a complete package of sales support materials to engage and educate the entire system. The centerpiece of this effort was a stunning, comprehensive ‘Open Spaces’ brochure, focused on the design possibilities of CertainTeed’s alternatives to suspended ceilings.
The Results
Campaign performance highlights are proof that audience-specific content maximizes engagement:
- Time-on-landing pages are 2-3X the client website’s average time-on-site metric
- The addition of a second video increase time-on-page by 50%
- Nearly 100% of page visitors interacted with infographic engagement and 12% engaged through clicking
The campaign is currently undergoing a 2.0 upgrade to add even more rich content pieces than before – with an ongoing goal of increasing audience engagement.