Client: James Hardie Fiber Cement Siding
Goal: Help launch James Hardie’s first consumer-focused marketing campaign. Helped to innovate this category by putting design decisions in the hands of the consumer, inspiring homeowners to achieve their dreams.
Strategy: 30 and 60 National Broadcast Spots
The Challenge
James Hardie was strong in B2B but under-recognized by consumers, with a long purchase cycle and fragmented data limiting performance.
The Strategy
We built a performance-driven brand campaign anchored by a :60 spot that balanced emotion and education for high-end homeowners. In parallel, we unified online and offline data through a custom CDP to improve targeting and optimization.
The Results
Acquisition costs dropped 45%, lead goals were exceeded by 7%, and unaided brand awareness grew 2.5×. Over three years, leads increased 38% YoY while creative production costs fell 48%.