CertainTeed was sponsoring Season 2 of HOME FREE – a FOX reality TV show co-hosted by Mike Holmes and Tim Tebow that featured 10 participants competing in weekly building challenges to win a new home. But with over 25 other corporate partners also attached to the program, the brand needed a way to stand out—and we were up for the challenge.
Over the course of the 60-day program, CertainTeed posted 66 pieces of unique social media content created by BG for Facebook and Instagram that garnered significant engagement (likes, comments, and shares) and website visits. BG’s shift in tone for social content was also well-received right out of the gate, with the campaign’s inaugural Facebook post earning 232 positive reactions, 9 comments and 33 shares in just 48 hours—a 98.5% increase in engagements over a similar post featuring Mike Holmes uploaded to CertainTeed’s page the week prior.
total fan likes, comments, and shares
visits to CertainTeed.com
Instagram following in 60 days
To heighten their brand awareness, CertainTeed needed more than logo placement on the show; they needed increased web traffic, social engagement, and actionable sales leads. So we created a campaign that focused on consumer-friendly, engaging social media content that capitalized on the show’s imagery.
We tailored each post to drive traffic to a responsive microsite that we also designed. The site included information on the products used in each episode and ways to learn more about CertainTeed’s other home remodeling resources. We shifted the tone of the overall messaging so that it focused on the end-user benefit and experience of living with CertainTeed products. This allowed fans to easily relate to each product and engage on a more personal level.
Due to the consumer-centric nature of HOME FREE, the campaign also marked the re-launch of the brand’s Instagram page, which hadn’t been actively used for several months. Using Instagram and Facebook, we then created a paid post campaign that used behavioral targeting to reach both current and non-viewers of the show.
We also worked in partnership with co-host Mike Holmes to develop the home renovation-inspired sweepstakes, “DREAM HOLMES.” To enter, fans submitted their name, email address, zip code, and confirmation of upcoming home purchase/remodeling needs for a chance to win an in-home design consultation with CertainTeed designers, an all-expense paid trip for two to the 2017 International Builders Show for lunch with Mike Holmes, and up to $5,000 in CertainTeed products to use in a home renovation project. The result was increased engagement and a significant boost in sales leads.