You’re not always first to market. In fact, you’re usually one of many brands selling nearly the same product to the same audience.

So, how do you differentiate yourself from your direct competitors?

It was the challenge Georgia-Pacific was facing. They’re the leading brand in building products. All of their product lines are top sellers in their field—except for one.

Two years after the launch of ForceField^Ⓡ Weather Barrier System, the product line was still struggling with awareness, staying in the shadow of their competitor’s market-leading product. Georgia-Pacific needed a marketing campaign that would drive awareness, show the audience how they benefit from partnering with a leading brand, and ultimately increase sales.

A concept that leans into the audience’s pain points:
After concept pitches, the client chose “Mission Critical,” a theme that I initially brought to the table. It pressed on the audience’s biggest pain points—staying on schedule and minimizing costly delays—and did so by playing on the commonly used industry phrase, “get to the next critical path.”

Targeting with points of differentiation:
The initial targeting assets featured different facets of the audience’s pain as a way to highlight what set Georgia-Pacific apart from its competitors: no supply shortages, an unmatched warranty, and hands-on technical support. 

Retargeting with voice of customer:
Then, retargeting efforts brought in the voice of the brand’s customers based on a testimonial video. To weave together the video, I reviewed raw interview footage from several players and selected clips that would tell a story that was specific to that construction project yet relatable to a wider audience.

With this campaign, the client was able to capture more sales from its existing customers and increase their market share, blunting its biggest competitive threat.

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Additional Assets

Display Ads

Paid Social Media Ads

Print Ad

Testimonial Video

Case Study

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_{*Project completed as an employee of FARM, LLC.}