Project Overview
The Challenge
Even trusted brands must evolve to stay ahead. Mastic vinyl siding — part of the Cornerstone Building Brands portfolio — has long been a go-to for contractors. But too often pros were reaching for lower-tier SKUs, overlooking the benefits of Mastic’s premium offerings.
The opportunity? Shift contractor behavior by changing the conversation. The challenge? Do it in a category defined by loyalty, tight margins and complexity — where a trusted recommendation often matters as much as product specs.
The Strategy
Wray Ward designed a six-month, insight-led campaign that delivered brand storytelling and performance marketing in one tight ecosystem. The messaging was built to showcase what matters to pros: durability, design, ease of install and trust.
How We Did It
- Geo-targeted paid media attracted high-intent traffic to a custom landing page.
- A premium digital lookbook showcased product innovation and captured qualified leads.
- Tailored email nurture sequences kept contractors engaged with benefit-driven content.
- Social, publisher partnerships and video extended reach and reinforced the premium position across relevant channels.
Everything from message to media was built for the contractor mindset: direct, visual, value-first and with a clear path to action.
The Results
This six-month campaign exceeded every KPI, proving the power of the right message at the right moment — and the value of a trade audience strategy built on insight, not assumption.
- Awareness: 165% to goal – Video views and audio completions
- Consideration: 190% to goal – Meta clicks and engaged sessions
- Intent: 240% to goal – Qualified leads captured
Why It Worked: The Wray Ward Way
- Grounded in audience truth, not assumptions: We didn’t just promote a product; we reframed the value story with bold, insight-led creative built for action.
- We move fast — and with purpose: We launched a full-funnel campaign in weeks, delivering leads now and setting the stage for future growth.
- A long-term partnership with shared momentum: Years of collaboration with Cornerstone meant deep category understanding, seamless alignment — and the trust to go further, faster.
With a foundation now in place, future marketing campaigns will deepen contractor engagement, reinforcing Mastic’s premium positioning and expanding the spotlight to the brand’s broader, design-forward siding portfolio. For Cornerstone and Wray Ward, it’s a partnership built on not just shared goals but shared momentum.