Over the past decade, social media has changed the face of digital marketing forever. When college students began creating Facebook profiles in 2004, no one could have known that it would catalyze a social media movement that would influence how people communicate, gather information, share ideas and organize groups. It was a digital marketing gold mine, enabling brands to share stories with entirely new sets of markets. As social media platforms have evolved, reaching specific groups of people and driving consumer engagement has never been as achievable.
AZEK Building Products is a highly visual brand that calls for highly visual marketing. That’s why No Limit Agency focuses on building AZEK’s brand awareness via social media platforms, like Facebook, Pinterest, Instagram and Twitter, to drive engagement amongst its target market. AZEK CMO Julia Fitzgerald called on No Limit in October 2015 to leverage the agency’s unique style of storytelling–highlighting the people behind the brand to more authentically share the brand’s personal story.
“Our main priority is helping AZEK tell their unique brand story,” says Brigit Larson, No Limit Agency digital executive. “So we’ve focused on contractors and their projects to highlight them via social media. Rather than taking random stock photos, we use their personal photos for user generated content. Their stories coupled with our creative social media strategies results in authentic storytelling, which has proven to increase consumer and contractor engagement more than cookie cutter posts, pins and tweets that are less relatable.”
No Limit’s social campaigns target AZEK consumers, contractors and dealers to educate each audience on the benefits of alternative decking, trim, rail, pavers, porch and molding. With monthly content calendar creation, development of social media design assets, community management, contest and campaign ideation and management and trade show presence promotion, No Limit Agency has grown the footprint of each social platform significantly.
Since the building products brand’s partnership with No Limit, there have been a total of 56,052 engagements, 15,110,007 total impressions and 77,603 links clicked on Twitter, Facebook and Instagram.
“One aspect of our unique approach is that we’re creating social media content geared towards both contractors and customers,” says Larson. “We’re not just posting pretty photos. The images might be what attract customers, but it’s the inspiration and tips that drive engagement. For contractors, we’re providing a platform for them to spotlight their best practices and share them with one another. By leveraging different platforms and targeting specific audiences, we’re able to share an extensive variety of information while maintaining a consistent brand voice and message.”
AZEK’s Best Dressed Deck Contest, designed to increase social media interaction with contractors, encouraged contractors to submit decking projects that they were proud of, which appealed to the fans of the page but also enabled No Limit Agency to secure local media coverage on these projects. The campaign reached 1,500 fans, received hundreds of votes as well as several local media placements that resulted in more than 12 million impressions.
No Limit Agency developed a similar campaign for the Show Off Your Deck contest, which encouraged consumers to enter photos of their deck to win prizes. This campaign reached 1,800 fans and received nearly 300 votes.
To leverage Pinterest’s visual appeal, No Limit created a Day to Night Decks campaign to promote AZEK’s lighting products. The campaign featured a series of images that included a side-by-side comparison of how a deck looked from day to night, highlighting AZEK’s unique and aesthetically pleasing lighting.
At The International Builders’ Show (IBS) in January 2017, No Limit created a Facebook campaign for AZEK highlighting HGTV and DIY TV celebrity Jeff Devlin hosting a challenge at the company’s booth, which involved Devlin competing against two contestants a day in an installation challenge of AZEK’s impression railing system. A video posted to Facebook that shows Dr. Decks competing against Devlin garnered 1.2K views. The Facebook campaign drove traffic to the company’s booth, as well as advertised how easy it is to use AZEK products.
“Throughout the past year and a half, our social media strategy has evolved alongside the AZEK brand as it experiences growth, in terms of its business and online presence,” says Larson. “The work we do for AZEK is personal, and it’s satisfying to watch an increase in social engagement. But we won’t stop there. Now, we’re looking for even more ways to better and more elaborately tell the brand’s story, whether that be by engaging influencers in the construction and home improvement space, or by creating more interactive content.”