GAF, North America’s largest roofing manufacturer, executed a nine-month campaign, “Share What You Treasure,” to build awareness of the brand among Facebook users. The effort featured documentary videos created exclusively for GAF by critically acclaimed photographer and filmmaker James Minchin III, which show families and what they treasure most under their roofs.
GAF roof owners were invited to share what is protected under their GAF roof with three prize winners selected to star in their own webisode, weekly gift card winners and one grand prize winner receiving at $2,500.00 gift card to the Home Depot.
GAF experienced success with over 44 million impressions and 77 thousand Facebook engagements. The app was launched with three flights, all with consumer-friendly topics, encouraging users to upload an average of 90 images per month sharing a total of 720 pieces of content.
Bloggers also expressed interest and offered their readers information on joining to win weekly prizes. This kept the conversation rate above average to 2.10% and allowed for GAF to understand what their customers are looking for.
“This new app was unlike any other outreach GAF previously has done as it allowed us to focus on our consumers and learn about what is most important to them. Throughout this nine-month campaign we were able to give back to consumers with weekly contests and shared three lucky winners’ stories through webisodes on what is most important to them,” said Alyssa Hall, marketing communications manager at GAF. “We could not be happier with the engagements we have made with our consumers and how we are now able to stay connected with them.”