Spotlighting the unsung hero

Client: CertainTeed Insulation

CertainTeed Insulation had been funneling their marketing dollars into print advertising aimed at sales channels. When they decided to build brand awareness and preference among consumer audiences for their SMARTBATT™ insulation and MemBrain™ smart vapor retarder, they asked us to help them develop effective strategies and tactics.

Before we could show consumers why CertainTeed Insulation was a must-have for their homes’ needs, we had to make them stop and think about a product they take for granted. Through a highly strategic, multi-faceted digital campaign, we accomplished both missions, generating nearly 20,000,000 impressions and introducing a significant chunk of the target audience to CertainTeed.

Client Challenge

Consumers need a good reason to think about insulation generally. After all, when consumers dream about remodeling or building their home, they’re absorbed in details like granite countertops and hardwood floors. Insulation isn’t on their radars.

Shelton Strategy

Connect the dots between CertainTeed’s insulation products and what the audience does think about: comfort, quality and their family’s health. Create a smart digital strategy – combining contextual targeting, behavioral targeting and retargeting – to deliver those messages to the right consumers at the right time.

Critical Tactics

  • Landing pages
  • Display ads
  • Pre-roll video
  • Social
  • Email
  • Sponsored content

The Payoff

We tracked results and optimized as we learned which channels and specific messages resonated most with target audiences. For instance, mobile ads performed so well that we increased the percentage of mobile ads in our mix.

We generated nearly 20,000,000 impressions and over 74,000 clicks to CertainTeed web pages, all for less than half of the cost of one small advertisement in some leading home renovation magazines (a savings of over 1,400% in terms of CPM – cost per thousand impressions). Additionally, the campaign’s click-through rate has exceeded Google industry benchmarks for display advertising by over 500%.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Laila Waggoner

VP Client Engagement

Laila leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results – and clients’ satisfaction. She brings 25+ years of marketing leadership experience to her client relationships, with particular expertise in the homebuilding and remodeling industries as well as member-driven organizations, such as the Vinyl Siding Institute and Plastics Pipe Institute. Before joining Shelton Group, she led strategic marketing teams for Owens Corning’s insulation business.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.