For nearly 125 years, USG has been a leader in manufacturing building materials, becoming the largest distributor of wallboard in the U.S. and the top manufacturer of gypsum products in North America. While USG is a well-known name in the industry, they sought a deeper connection with their audience to reinforce their leadership position and drive greater engagement.
USG serves two distinct but equally important audiences: contractors and architects. While both influence purchasing decisions, their priorities differ significantly—architects prioritize design aesthetics and risk mitigation, while contractors rely on USG for durable, high-quality materials and technical expertise.
Traditionally, USG's marketing took a product-first approach, segmenting campaigns based on materials rather than audience needs. To foster stronger connections, we flipped the script—placing the audience at the center of our strategy.
We developed two targeted campaigns:
Architect-Focused Campaign: Highlighted design excellence and reliability, aligning with their preference for aesthetics and risk aversion.
Contractor-Focused Campaign: Emphasized product performance, durability, and expert support to meet their practical, on-the-job needs.
Our creative and media strategies were tailored to resonate with each group, ensuring messaging spoke directly to what mattered most to them. The result? A more engaged audience, a stronger brand connection, and better overall campaign performance—all by putting the customer first.
*Meta Traffic Campaigns
