Great Stuff™
When the Day Calls for Great Marketing.
How do you build connections and cred with pros and DIYers?
Client Challenge
Great Stuff™ has long been known as a durable, high-performing foam sealant product. But with expanding competition in the market, it was time to pump up their brand presence—and connect pros and DIYers to the idea that when it came to sealing and insulating, Great Stuff™ was the go-to way to accomplish great things.
Planit's Solution
Transform the Great Stuff™ product lineup from commodity to invaluable tool. Use bold, relatable language and solution-driven imagery to humanize their products’ superhuman ability to help pros and DIYers achieve greatness.
Brand Standards: Setting the Tone
We created a guide to help anyone working with the Great Stuff™ brand to Reach for Greatness through a comprehensive range of elements—from voice and tone to product graphics and icon systems to design language in every medium.
Content Retool
We reinvigorated the Great Stuff™ brand by creating content that engaged, educated, and empowered across a wide range of marketing touchpoints—from web, social outreach and video, to program sponsorship and retail presence. Hardworking stuff.
Website: Making it Great to Navigate
We redesigned the Great Stuff™ website to ease navigation, maximize SEO, tell a deeper product story, and guide informed purchases. The tools in our arsenal: expanded application shots, product videos, telegraphic infographics, and on-brand, scannable messaging.
Social: Authentically Engage
We championed greatness in the social space by connecting our brand through helpful conversations. We shaped and shared each tip, trick, and solution to build trust, instill confidence, and acknowledge the need to be productive.
YouTube/Video: Watch. Do. Repeat.
We created a series of quick, dynamic product videos that broke down the gap-filling, problem-solving capabilities of Great Stuff™ foam sealants and dispensers. All punctuated by empowering VO, music, and imagery that gained subscribers and won over fans.
The Campaign to Champion Great Work
Great Stuff™ has an entire system of products that work together to champion great work. To leverage their proven reputation and further separate them from competitor brands, we built a multichannel campaign that boosted awareness, demand, sales, and loyalty in creative and telegraphic ways.
Product Launch: Great Stuff™ Construction Adhesive with Smart Dispenser™
The goal was to generate awareness and interest around a Great Stuff™ Construction Adhesive with Smart Dispenser™ exclusive product launch at Menards®. So we created highly visible paid social ads and online videos highlighting the most relevant product attributes. Geotargeting was layered in to effectively reach pros within a 10-mile radius of each store.
Military Makeover: Filling In & Stepping Up
Great Stuff™ volunteered their sweat and sealant products to help renovate a dream home for the season 35 premiere of Military Makeover. We promoted the effort through local Massachusetts and trade media outlets, a thought leadership interview, and social content.
Influencers: Trusted Voices & Compelling Content
We wanted to grow followers and increase demand among pro and DIY audiences. So we balanced our branded content with influencer demo and education content for Smart Dispenser™ and PRO Series products.
Seal the Deal In Store
The battle for home improvement floor space is not for the timid. We created prominently placed signage that strongly reinforced the Great Stuff™ brand and instantly educated product benefits to stop pros and DIYers in their tracks.
Dispensing Innovation
We created three quick-hitting, richly graphic videos that dramatically revealed the time-saving tech and innovation behind the Great Stuff™ Foam Sealant dispensers: Original Dispenser, Smart Dispenser™, and PRO 14 Dispensing Gun.
67,500,000
users reached
471,700
landing page clicks
8,400,000
video views
10,400
Landing page Where to Buy button clicks
4,642,626
INSTAGRAM PARTNER VIDEO VIEWS
4,152,863
INSTAGRAM VIRAL VIDEO VIEWS
4,994,052
INSTAGRAM REACH
6,936,171
YOUTUBE VIDEO VIEWS
