CHALLENGE
A residential roofing and remodeling company enjoyed decades of name recognition and loyalty among existing and older homeowners, but wanted to connect with younger, millennial, and first-time homeowners.
INSIGHTS
Nationwide, millennials were becoming homeowners later in life and many did not know how to properly maintain and identify potential problems in their homes. A significant number of new homeowners turned to Youtube for tips and educational videos when problems arose. Eaton needed to build trust with cost-conscious, wary first-time homeowners in order to develop long-lasting brand loyalty.
SOLUTION
Millennial homeowners want a partner, not a lecture. In lieu of a traditional brand awareness campaign, an educational campaign was launched. An Eaton roofing estimator was identified to be the spokesman for the campaign. With his knowledge, authenticity, and friendly attitude, he was positioned as the Neighbor with the Know-How. The campaign was launched with a series of social media posts, digital ads, print ads, and topical videos. I developed the questions from real, first-time homeowners, wrote copy for ads and keynote scripts for the spokesman.
