Promoting a breakthrough product for USG
Our collective experience with USG and the building products industry goes back 15+ years. Over the course of this partnership, we’ve helped develop and manage their social media strategy and trade media relations for both USG and its iconic Sheetrock drywall brand.
In 2019, USG turned to TYS for help launching its new breakthrough air & water barrier in a marketplace where competitors were falsely claiming to have equally high-performing barriers.
Tell Your Story developed a multi-prong social ad campaign that called out false claims, educated contractors and architects about the differences in air & water barriers, and motivated them to choose USG. After 10 months, the campaign had over 10 million impressions, 170,000 visits to the landing page and 100 forms requesting more information.
The campaign included all forms of digital paid media including Google Search, Google Display, Retargeting and Social Paid Media.