Lead gen & nurturing campaign

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.

THE CHALLENGE

Inspire and educate Kiwis embarking on the home build journey as to the versatility of fibre cement cladding; show how fibre cement can be used to create their dream home.

THE RECIPE

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.

CAMPAIGN CONTENT MAP

OUTCOMES

1,065 unique Look Book downloads
682 Homeowner Marketing Qualified Leads generated & educated on James Hardie cladding
381 B2B *net new* B2B Sales Qualified Leads generated for the sales team to connect with

forms

ENGAGEMENT RESULTS

Open rate: +200% higher open rate than average construction industry average email open rate
Click-through-rate: +1351.61% higher click-through rate than construction industry average click-through rate

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EVERGREEN CONTENT

The content in the Consumer Cladding Campaign has been turned into "Evergreen Content"; true to the Inbound Methodology in maximising & leveraging content that's been produced, whilst providing true value to homeowners.
The content has been repurposed so that website users who subscribe to the newsletter form on the website are added to a workflow that asks "what's your Look?"; homeowners can then self-segment into the look that suits them, at any time, and receive the same <nurture> experience anytime, outside of the fixed Campaign period.
A pop-up form on the website invites users to download the Look Book: this continues to generate net new B2C and B2B leads.

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FEEDBACK

“The nurture campaign has allowed us to use targeted content that’s meaningful to our audience
across the entire value chain, forming a deeper understanding throughout their journey. We're thrilled with the campaign and its outcomes, and we're proud to be leading the adoption of customer-centric marketing automation techniques in an industry that's not known for this.”

Case study photo - Julie Sinclair, Marketing manager, James Hardie NZ

JAMES HARDIE NZ