There was a lack of understanding of fibre cement as a building material. We needed to educate on the performance benefits and show the design versatility of Hardie cladding products. James Hardie's suite of cladding products is chameleonic: changing profiles, widths, mixing up panel types and experimenting with mixed cladding into a design, make a property just as unique as a homeowner. Get the look of a classic villa, adopt on-trend barn profiles, or paint it black with a modernist ode to Scandinavian architecture; and the confidence it's tough, durable, and low maintenance.
Working with James Hardie's marketing manager and media agency, paid ads were set up across home & lifestyle publications, SEM and SEO drove traffic to a highly converting landing page offering up a Look Book filled with tips and tricks on how homeowners could "get the look" they want to achieve. A nurture campaign segmented leads into their preferred "look" to ensure they were delivered content over the following months showing them the products and applications that would help them achieve their desired aesthetic.