Diagnosis

A product nobody can see is a product nobody can prefer. Once the wall is closed up the difference disappears, so most insulation is compared on price and R-value. Atlas not only had an awareness problem, it had an education problem. Contractors, architects and homeowners all get a say, and most don’t understand the difference in what they are paying for. A long-standing track record of trustworthy products helped, but they needed to reach the next generation of builders.

Treatment

Instead of Atlas doing the convincing, we let a trusted expert and a relatable homeowner do the talking. Working with builder influencer Jordan Smith, we helped him develop a series around building high-performance homes that were a similar budget to a traditional production-built home. Atlas was used in the project and was a constant example when exterior insulation and wall assemblies were discussed.

We then took advantage of the opportunity gather footage of the install to produce additional content beyond the series, which turned into 3 more project case studies across the country for Atlas. From remote mining towns to local government buildings, we used our network of builders, architects, and influencers to source the perfect projects to highlight specific problems Atlas EnergyShield XR could solve.

Results

• Exclusive placement in a series designed around their ICP
• A homeowner's story in place of a performance table
• 4 uniquely qualified, best-in-class projects highlighting different value props