What should the role of social be for our business and how can we optimize our digital presence?

 

Ever been into a Home Depot and looked at the shingles? Chances are they’re made by GAF. However, the DIY segment is only a small portion of GAF’s revenue; the lion’s share comes from contractors who recommend the product to homeowners. Given this dynamic, how can GAF best leverage social channels and ensure that they are making the most intelligent investments in digital programs?

 

In this assignment we guided GAF through original customer insights research using social listening, web analytics, surveys, collaborative stakeholder work sessions, applied analysis and creative concepting.

 

The result was a plan that was put into action where the GAF marketing team implemented over 80% of our recommendations across their core brand website, social channels and upcoming programs. Our recommendations included campaigns and messaging, operational plans, ROI models and research-defined customer insights that could be acted upon.