To aggressively grow the LP® SmartSide® brand and increase profitable sales, we had to effectively educate our target audience while positioning LP as a key leader and influencer in the siding and construction space. Because the building products/construction segment is largely a relationship-oriented business, we knew we needed to take an integrated approach that focused on relevant trade environments at the most opportune times. Furthermore, we needed to create a website with an exceptional user experience that would educate and inspire our consumers.

LP’s partnership with FYI and the “He Shed, She Shed” television series was an opportunity to share the LP Outdoor Building Solutions® story: LP provides superior products that create inviting spaces. To support the idea that LP products can make your shed become an extension of your home, we knew we needed to take an integrated approach by utilizing our partnership with A&E and FYI and exploring multiple channels to reach our target audience.