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Ply Gem Home Exterior Image

Client

Ply Gem

Services

Email & Lead Nurture Strategy, Social Content & Community Management, Paid media, Geo Targeting, Landing Page & Microsite Design, Contractor Network Integration, Event & Trade Shows, Blog & SEO Content.

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A National Leader in Exterior Building Products, Reimagined for the Digital Buyer

As one of the most recognized names in residential exteriors, Ply Gem (now known as Cornerstone Building) came to us with an opportunity to modernize how they connected with today’s buyers—homeowners and pros alike. With six business units, national distribution, and a pro network that spans coast to coast, Ply Gem needed a digital strategy that could do more than build awareness. It had to drive leads, support trade partners, and keep the brand relevant in a shifting marketplace.

Driving Demand Across a Diverse Product Portfolio

Ply Gem needed a multi-channel strategy that could drive qualified leads, support trade relationships, and unify messaging across six business units.

Tailored Audience Journeys
Campaign Execution
Event Marketing
Project-Based Initiatives

Our work delivered measurable lift in reach, engagement, and contractor conversions while laying scalable infrastructure for future growth.

Tailored Audience Journeys

We created connected journeys from impression to contractor handoff while simplifying the experience for both pros and homeowners

Campaign Execution

Our team executed full-funnel campaigns across paid media, organic social, and community management to build brand engagement and increase visibility, 

Event Marketing

We built an end-to-end campaign across email, paid media, landing pages, and in-booth digital tools to capture attention at the International Builders’ Show

Project-Based Initiatives

Custom landing pages, email workflows, and lead capture programs bridged the gap between digital discovery and contractor connection.

Inside Our Dual Audience Strategy 

To elevate brand awareness and drive demand across consumer and pro audiences, we developed a dual-track campaign strategy designed to compel and impact each group uniquely.

Homeowners

For homeowners, we delivered inspiration-focused content across digital
platforms and used localized tools like “Find a Pro” to connect users with
nearby contractors in their areas. Ultimately, we helped turn ideas into installs.

Pros

For building pros and contractors, we delivered segmented email workflows, lead alerts and sales-focused content to drive conversions and shorten the sales cycle.

Brand Strategy

Tying the campaigns together, we layered product campaigns with geo-targeted media and event promotion to reinforce Ply Gem’s brand across markets and audiences.

Driving Awareness and Sales for Mastic Siding

We developed a multichannel campaign combining awareness tactics with lead generation to ultimately drive sales for Ply Gem’s vinyl siding collection. Spanning 18 markets, the campaign leveraged a $250 rebate incentive across digital, social and traditional channels.

CAMPAIGN DETAILS
  • Facebook, Display, Search, Email
  • Audiences include lookalikes, remarketing
  • A/B and multivariate CTA testing to optimize performance
  • Creative including testimonials, pro highlights and design inspiration to compel audiences at all interest levels
Ply Gem Home Exterior Image

Our Proven Results

65.2M
Media Impressions
$1.34M
Total Sales for Rebate
505
Rebate Redemptions Across 19 DMAs
2,500+
Total Leads via Calls, Chats, and Forms

Driving Pro Engagement Before, During & After the International Builders’ Show

The annual IBS show is one of Ply Gem’s most valuable opportunities to connect with its pro audience each year. By orchestrating touchpoints across email, paid media, landing pages, and in-booth digital experiences, our IBS campaign captured attention and converted it into meaningful business opportunities. The result: 684 professional leads across 16 businesses.

Before IBS

To build buzz and drive pre-show engagement, we developed incentive-based social ads that drove to custom landing pages with supporting email workflows.

During IBS

To stand out in a crowded convention center, we developed custom Snapchat geofilters to drive intrigue and foot traffic to Ply Gem’s booths. We also developed custom landing pages displayed on iPads for lead capture during the vent.

After IBS

To keep momentum going post-event, we reengaged pros with email workflows, recapping show highlights and funnelling leads into more targeted nurture series workflows.

Extending Impact Through On Demand Project-Based Initiatives

As Ply Gem’s full-service partner, we also supported their marketing and product teams with various single-channel projects and campaigns, including:

CAMPAIGN DETAILS
  • Email workflows that nurtured leads with personalized content and timely follow-ups
  • Microsites and landing pages built to showcase new products, drive traffic, and increase conversion
  • Organic social media strategies to grow engagement across all product lines
  • Sweepstakes and incentive-based lead capture campaigns that connected digital discovery to real-world contractor action

Spend smarter. Scale faster.

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