Brand: Andersen Windows 400 Series
Brand owner: Andersen Windows
Lead agency: Barefoot Proximity
Contributing agencies: BBDO
Country: North America
Industries: Industrial and manufacturing
Media channels: Content marketing, Mobile & apps, Online display, Print - general, Programmatic display, Radio & audio, Search marketing, Social media
Budget: 500k - 1 million
Andersen Windows had high visibility with builders and contractors, but the company's 400 Series product line was known for being rigid and inflexible – making it a poor choice for remodeling.
The 400 Series' new custom sizing feature was set to change all that and help Andersen win back its market leadership as the go-to choice for contractors.
To do this, Barefoot Proximity needed to create awareness of the new custom sizing feature and use this awareness to change contractors' perception of the Andersen 400 Series. An omni-channel approach set out to transform the contractor mindset through strategic and intentional paid search messaging and landing page content that would establish Andersen as a brand that fits any project and budget.