Develop a multi-faceted campaign using a variety of marketing tactics to promote Atlas Roofing’s unique and non-traditional partnership.
In June 2016, Atlas partnered with a group of Canadian-based wildlife biologists for an expedition to study whale and dolphin species. With products donated by Atlas, the biologists built a tiny home to serve as their mobile research base while on location.
We developed compelling and rich story telling content that showcased the tiny house wildlife expedition. The visually appealing and unique content helped to garner interest, awareness and build brand preference.
Tactics included the development of a microsite, e-blasts, blog posts and PR materials and activation. We targeted media beyond the general trade to broaden the reach to science, innovation, biology and local activations based on the destinations along the expedition. In addition, we developed four email blasts covering similar topics for Atlas to send to their email subscribers.
Throughout the course of four months, we received page stopping media coverage with beautiful photography from the expedition. High visibility trend and product coverage included: a front page story from the Montreal Times, a 2-page spread from Professional Roofing, Gear Junkie, and Roofing Contractor, resulting in more than 28 million media impressions and an ad value of over $40,000.