Strategy – Owning the Feeling of Finished
In our years of experience launching, reinventing and establishing brands of all types, one thing remains the same: audience insight is our most valuable asset.
Before we started concepting fresh ideas, we rooted ourselves in our audience-first approach. Since LP is a long-time client of ours, we started with what we already knew about their main audiences: building professionals and homeowners. Efficiency is top of mind for builders. On the jobsite time is money, and builders are on the hunt for durable and easy-to-use products that will tee them up for success to finish with efficiency. Homeowners, on the other hand, want to think about their siding as little as possible. They’re after long-lasting, low maintenance products that promise to improve curb appeal—with the added assurance that no matter the color or style they select, they’ll have made a great choice.
We built upon these insights, diving deeper into the minds of these consumers to better understand the thought patterns, desires and purchasing decisions of the two key audiences when tackling a siding project.
Research showed that for building professionals, the best part of the process is the feeling of a job well done—and it’s that feeling that motivates them to tackle more.
Like builders, homeowners want a home they are proud to show off—one that represents how they want to be seen and what they’ve achieved. For homeowners, the best part of the building process is finally seeing that dumpster get hauled away—the relief and excitement of seeing their vision come to life.
For both, it is the sense of catharsis that arises at the finish line—the feeling of finished.
We crafted our strategy around this key truth, tapping into the values—both unique and shared—of homeowners and builders and setting up our creative to elicit that feeling of finished.