Hasta La Creative!

GAF, a 128-year-old roofing-shingle company, was looking for new ways to reach its target audience of roofing contractors and distributors, as well as raise brand awareness among homeowners. It found that in a partnership with “Orange County Choppers” which is now in its second year.

“Our approach in reaching different audiences has changed, both in who we are marketing to and the ways that we are getting them engaged,” said Alyssa Hall, director-marketing communications at GAF, based in Wayne, N.J.

While GAF sells through distributors to contractors, homeowners are the ultimate end users. “What remains a challenge is that homeowners mainly care about who is entering their home, liking and trusting their contractor — more than the brand of shingles on their roof,” Ms. Hall said.

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