USG, a leading global manufacturer of construction materials, had a decentralized brand and shrinking market leadership position. They were lacking data-driven, integrated strategy to reverse the trend and efficiently deliver messages to their niche, but diverse B2B audiences. They needed Gatesman’s help to infuse insights into new creative campaigns to drive audience engagement.
To activate USG’s "Unrivaled" brand positioning for its Sheetrock® Brand products, we mined secondary research and client data for strategic insights. We identified key decision makers and drivers, and the purchase cycles for each product. This uncovered some glaring differences between our two B2B audiences.
We exceeded expectations with over 16,000 leads, more than doubling our target. The Return on Ad Spend (ROAS) nearly reached a 3:1 ratio, and these outcomes solidified our confidence in our strategies that were rooted in accuracy and reliability.