"Next Gen Powers, INSULATE!!!"
The Business Problem:
Owens Corning was coming out with a major new generation of their signature pink fiberglass home insulation and they needed a voice for social media that brought the product attributes to life without depending entirely on their longtime mascot, the Pink Panther.
The Idea:
“Meet the Pinks” is a social media campaign inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, the narrative follows four “insulation superheroes” as they power up on the newest version of Owens Corning’s signature pink insulation, called Next Gen.
Owens Corning was coming out with a major new generation of their signature pink fiberglass home insulation and they needed a voice for social media that brought the product attributes to life without depending entirely on their longtime mascot, the Pink Panther.
The Idea:
“Meet the Pinks” is a social media campaign inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, the narrative follows four “insulation superheroes” as they power up on the newest version of Owens Corning’s signature pink insulation, called Next Gen.
The Result:
Our engagement for Meet The Pinks social campaign was 50x higher than the nearest industry competitor. We tripled followers on Owens Corning Residential social accounts in less than a year and helped to ensure that the product, PINK Next Gen™ Fiberglas™ Insulation was sold out for the entirety of 2021, with future product on back-order for 6 months.
Team
Produced at Hero Collective.
Agency: Hero Collective
Client: Owens Corning
Project: “Meet the Pinks”
Launch: 2021
ECD: John Frazier
CD: Michael Rubin
Writer: John Frazier, Michael Rubin
Account Lead: Sam Cyphers
Production: neuplot