Given the COVID-19 pandemic, many people are spending much more time in their homes. We saw this as opportune time for members of the Owens Corning® Certified Energy Expert® (CEE) Program to communicate to homeowners about the benefits of reinsulating their spaces. Here’s one new way we helped the CEE Program and its members to connect with homeowners via video to generate leads online.
ASK
Unable to connect in-person due to the COVID-19 pandemic, the corporate Owens Corning® Certified Energy Expert® (CEE) team has worked with The Jakes Group throughout 2020 to find new, engaging ways to support membership. This includes 120+ independent insulation contractors across the U.S.
Many CEE members voiced that they sought new ideas for boosting their retrofit business, since this can help to yield higher margins. We developed an entire kit, which was mailed to each member. It featured tangible marketing examples and tips for contractors to prepare for seasonal shifts and appeal to homeowners to reinsulate their homes.
As part of our messaging, we emphasized the point to reach homeowners in engaging ways online and to educate them on the direct benefits of reinsulating. After all, while many homeowners may generally know that insulation is important, they may not be educated on the “why” and how it can instantly improve their home. We proposed the creation of a short, animated video about the benefits of reinsulating for CEE members to share online in their markets.
CREATE
As we created the storyboard, we used Owens Corning’s signature color, pink, to make this animated piece pop visually. For branding consistency, we made sure this video had a similar look and feel to the recruitment video we had created earlier this year.
Our team created two versions. A 30-second version could be used by Certified Energy Expert® professionals to advertise on channels like YouTube and social media outlets. A 60-second video could be featured on CEE websites and other platforms. Both videos focused on educating homeowners on the direct benefits they can enjoy from reinsulating their homes.
ACTIVATE
This video is just one more way that Owens Corning is delivering marketing support to its Certified Energy Expert® members. It showcases Owens Corning® fiberglass products, which is a “win” for Owens Corning, while motivating homeowners to take action — which is a “win” for the contractors installing the product.
Upon request, the CEE team can customize the video for a specific member; that way, it’s branded to the individual company. Members are using this piece to help generate leads online without having to spend a large budget on filming a video on their own. Plus, through the marketing support we provide, The Jakes Group can assist Certified Energy Experts® who wish to set up YouTube advertising in their specific markets.
If you have a question about this video or would like to discuss your own animation needs, we’d love to hear from you.