Owens Corning had a primary focus on marketing their Pink insulation products directly to builders and contractors. Their social media wasn’t aligned with their strategy, and so wasn’t resonating, falling flat with their target audience.
Hero was tasked with making the OC Residential channels stand on their own, to amplify their Pink insulation product messaging in a fun, creative and memorable way, to foster a genuine connection with builders and contractors.
What We Did
Meet the Pinks is a branded superhero content series designed to highlight OC’s Pink insulation product attributes in a way that stands out in the category. The heroes in our campaign, like contractors themselves, fight a never-ending battle to fulfill the insulation needs of every home using precision, safety, sustainability, and comfort.