The client, a leading building products manufacturer in the United States and Canada, was looking for a fully integrated agency to substantially grow market share in the U.S. and launch a new suite of premium building products.
Established the "Exteriors with Character" campaign to distinguish Royal from the competition and bring a fresh, new energy to its products. Efforts include print and digital ads, social media, and unique landing pages.
Planit gave Royal's premium products a unique and sophisticated new look and created several initiatives supporting this effort, including microsites and print and online media.
Multiple new digital properties and mobile apps—including a project estimator app that enables professionals to accurately quote jobs using Royal products—were created to drive user interaction with the brand.
Leads were generated by the thousands from Royal contractors and professionals via a yearly style guide email that touted Royal as leader in exterior design. This effort was supported by a sizable digital media plan and social media efforts.
Planit imagined Royal Building Products' brand essence: Build Bold—an emotionally driven platform designed to set Royal apart from its competitors and elevate Royal's products beyond mere commodities.
As a way to promote Royal's most innovative, premium products, individual key markets were determined using the most effective marketing strategies to get to them. Examples of tactics included print and online media, high-end direct mail pieces, and social media.
The new "Build Bold" platform we created took shape at the 2013 International Builders' Show with an innovative, high-end trade show booth and graphics.
The majority of Royal’s sales are in their vinyl siding business. As critical as that is, with so much parity in that category, we had to find other ways to elevate their brand. By devoting significant resources to communicating some of Royal’s very unique and innovative products, we were able to create a positive halo effect designed to change perceptions of the company and differentiate them.
Key gatekeepers for Royal’s products are distributors and contractors, not homeowners. What appeals to one doesn’t necessarily appeal to the other. By creating a two-pronged communications approach, we were able to drive interest and trial among distributors and contractors, and at the same time, by developing a consumer “pull” strategy, we encouraged homeowners to be more proactive in requesting Royal products from their contractors who, in turn, could put pressure on distributors to carry them.
earned media impression
leads for style guide campaign
new friends for Facebook