B2C Campaign Case Study — AZEK’s TimberTech
Developing an expansive, customer-focused brand campaign for a home living products pioneer
How it started
AZEK – an innovative manufacturer of beautiful, low maintenance, and environmentally sustainable outdoor living products – was seeking a new creative agency with whom to partner on a 2024 brand campaign for their TimberTech composite decking product.
The umbrella message about TimberTech is clear: it looks like real wood but requires none of the maintenance. But there were many other key messages to work in, each appealing to different regions and different buyers.
They wanted to bring heart into the new campaign, and sought the partnership of Program 11 to conceptualize and deliver it.
What we did
We discovered that TimberTech’s biggest advocates are its customers; they consistently rave about the TimberTech product and are loyal evangelists. In turn, we were touched by TimberTech’s devotion to its customers. The love went both ways.
Knowing this bond between brand and customer, we sent out an open call from the TimberTech team for campaign participants – and got hundreds of photos, videos, and testimonials from enthusiastic people wishing to participate.
We winnowed it down to seven customers across multiple states – including two HGTV celebrity influencers – and put them at the center of the brand campaign. Our TV and radio commercials featured real people proudly showing their finished TimberTech projects in varying climates and with a range of aesthetics.
How it’s going
The stories, photos, and videos we captured have rolled out into a successful TV, radio, digital, social, and direct marketing campaign.
The common thread between the homeowners, builders, and contractors we feature? Their genuine passion for the product and the stunning outcome of each of their projects.
Through its campaign approach, TimberTech helped its high trust relationship audience bring brand awareness to thousands of future customers.
“Program 11 brought out the best in all of us – customers and brand both!”
—Samara Toole, CMO, AZEK
