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.
Because the data showed that each audience interacted with USG in different spaces, our executions were tailored to meet them where they were. For architects and specifiers, that meant trade shows and publications as well as LinkedIn. For installers and contractors rolling up their sleeves on job sites, it meant programmatic digital media that could reach them on-the-go, videos on YouTube and Facebook and, of course, lots of swag on job sites.
Our landing page-first approach was adopted to direct these audiences to customized content on the USG website, with collaborative efforts between Gatesman and USG's in-house web team for UX, design, and development.
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.
