When Wildwood™ composite cladding first hit the market, Fiberon faced the challenge of launching into uncharted territory. While well-known for decking, their composite cladding was a newcomer in a highly crowded space. Wildwood boasts innovative sustainability science and premier benefits for customers. We just needed to make its introduction into the market as outstanding as the product itself.
To give the launch a boost, Miller Brooks dove deep to discover audience desires and scope out the competition. This process did what it’s designed to: deliver a critical, differentiating insight upon which to build a campaign. For instance, Fiberon’s 50-year warranty is a big deal to architects—a factor that sets it apart (beyond even its high aesthetics and low-maintenance). We used the premier features of Wildwood to create an effective campaign, for a composite cladding built with the future in mind.
Research, Campaign Strategy & Development, Collateral, Advertising, Print, Digital, Media Planning & Buying, Media Relations, Social Media, Email Marketing, Microsite Development