Royal Building Products is one of the top companies in the vinyl siding category, but much of the top end of the building market was being captured by James Hardie and their ber cement products. As a result, Royal developed an innovative new product to compete with James Hardie in the high-end fiber segment.
Planit began by helping Royal get buy-in from key influencers across some of their strongest markets in 2014. This included delivering high-end direct mail pieces to custom home builders, architects, and home designers across a dozen US markets. This was supported by a robust digital media campaign that helped to grow the presence of Celect within the industry and in the minds of interested consumers. Once the foundation was laid, Planit rolled out a robust launch program aimed at driving sales of Celect in major fiber cement markets like New Jersey, DC/Baltimore, and Chicago. Planit leveraged rich digital media in the form of total screen takeovers to tell the Celect story and drive traffic to localized landing pages. A corresponding buy with Houzz.com reinforced Celect’s position as a though leader in design and style, converting architects and design-focused builders.
More than 12.5 million media impressions were delivered in key ber cement markets, helping Celect steal away market share while growing its pro le in the minds of consumers and builders alike.
The campaign resulted in a 790% increase in traf c to Celect’s digital properties in the rst three months, a result of the .45% click-through rate for digital media—more than 5x the national average for the category. In the end the campaign created more than 240 potential sales and a potential return of $30 for every dollar spent on media.