James Hardie had a very clear job to be done. They wanted to showcase the aesthetic and functional benefits of their products through inspirational content. With a plethora of amazing homes around the country at their fingertips, they just needed the right reason to share these inspirational builds and demonstrate why James Hardie cladding should be the number one choice.
As the old saying goes, there is no place quite like home. So when it comes to planning, designing and building their homes, naturally our audience demands it all.
To get going, we first took a deep dive and identified benefits that James Hardie products could provide to our target audience, such as modern design, sustainability, low maintenance and warmth.
Our approach was simple, long-term, and strategic – produce inspiring content that goes looking for our audience, align with content where our audience seeks inspiration and use this content to educate on the product advantages, ultimately convincing our audience to choose James Hardie cladding.
The execution? A year-long partnership with premium home titles, Your Home & Garden and HOME magazine to share the James Hardie story.
Through engaging editorial-style content, placed in print and amplified through digital and social channels, we shared the stories of real-life Kiwi family homes from around the country, and in doing so, created a preference for James Hardie cladding products amongst prospective home builders.
The standout of the campaign was the stunning still and video content, planned, shot and produced by DRUM.
We leveraged the trusted voices of our media partners and homeowners to tell each unique home story, building an emotional connection with our audience, and increasing awareness of the aesthetic and functional benefits of James Hardie cladding products.
The results spoke for themselves; our content was highly engaging, and the right audiences were paying attention. On average, 67 per cent of people who started the embedded article video watched 100 per cent of the content, and across our first six articles we had an average time on the page of 3:47 minutes. Additional amplification of the social content via media-owned channels worked well to reach a total of 640,591 people. We can see that this was an engaged audience by the 46,501 interactions with the content and subsequent 49,085 click-throughs to read the wider piece.
James Hardie’s owned social benefitted from the positive impact of this campaign with 2,514 new followers on Instagram (a 95 per cent increase on the previous year) and 53,000 engaged users on Pinterest (an 185 per cent increase on the previous year).
This campaign was such a huge success that we’re now in our third consecutive year of activity and continue to ensure James Hardie cladding is one of our target audience’s ‘non-negotiables’ when planning a building project.