USG Corporation

Story

USG Corp. invented Sheetrock drywall and is one of the world’s oldest and largest building products manufacturers. The recession and housing crisis hit the company hard. To signal its emergence from the recession and return to profitability, USG aimed to re-invent itself with a new brand identity and U.S. Olympic partnership, which involved a four-year sponsorship of Team USA athletes. Tell Your Story was charged with using social media and PR to let customers and employees know that USG not only endured, but emerged stronger, more energized, and with a renewed focus on innovation and commitment to its employees and customers.

 

Action

Armed with a compelling story, Tell Your Story took action by utilizing a variety of social media and PR activities which included:

  • Social media community management of more than 30 USG social channels 
  • Aggressive trade media relations including numerous new product press releases per month 
  • Tradeshow media interviews and press conferences at 6-8 building products tradeshows per year 
  • Social media training for employee ambassadors and Team USA sponsored athletes 
  • Social media contests and promotions 
  • TV product placement on home DIY programs 
  • Subject matter expert interviews 
  • Video development 
  • and much more 

 

Results

As a result of our media relations efforts, we secured 350+ favorable articles and segments for USG, garnering 59 million impressions and $1.6 Million in advertising equivalency, effectively increasing brand awareness and reach. Social media activities led to a 742% increase in social audience, growing the audience from less than 4,000 in April 2012 to more than 31,000 by the end of 2014. More importantly, we increased social media engagements (likes, comments, clicks, etc.) by more than 300% and increased social referral traffic to the website by 175%. During the week of the brand re-launch and U.S. Olympic partnership announcement, the hashtag we created #USGBuildIt, received 950+ mentions from sponsored athletes, employee ambassadors, industry media, customers and other influencers. Our social listening program helped us secure a Gold Award at the 2014 Chicago Business Marketing Association Tower Awards.