"Next Gen Powers, INSULATE!!!"
Client: Owens Corning
Role: Creative Director, Writer
Role: Creative Director, Writer
The Business Problem:
Owens Corning needed a social media presence to introduce the newest generation of their signature pink fiberglass home insulation to a primarily Gen X target audience, and they needed to do it without resorting to their longtime mascot, the Pink Panther.
The Idea:
Inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, “Meet The Pinks” follows four “insulation superheroes” as they power up on the pink stuff.
Owens Corning needed a social media presence to introduce the newest generation of their signature pink fiberglass home insulation to a primarily Gen X target audience, and they needed to do it without resorting to their longtime mascot, the Pink Panther.
The Idea:
Inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, “Meet The Pinks” follows four “insulation superheroes” as they power up on the pink stuff.
The Result:
Our engagement for the 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 Next Gen Fiberglass was on back order from 2021-2022. In the two years since the Pinks became a fixture of OC Residential’s social presence, OC’s market cap has doubled.
![](https://freight.cargo.site/t/original/i/8fe8a54a248a1bb5c953f2b8dfa72c915433dea8ea638cd60b867656a3423d9d/End-Stare-down-still0.png)
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![](https://freight.cargo.site/t/original/i/cd65108a8994059c5dc66584a693db04bd5d53ff4f563ec07d5fd76d0de0cb44/Pinks-Memes_Instagram-Feed_2.png)
![](https://freight.cargo.site/t/original/i/f3c1d5c56a798ea8823eae156a2d90b4866901e9251a6139b35e58ffd0acea3b/Pinks-Memes_Instagram-Feed_.png)
![](https://freight.cargo.site/t/original/i/4d8aaa8c304e617e6dc1a6ae80a7c9462f57cb5f98f7b0fb3a8bb75f422b5a16/Pinks-Memes_Instagram-Feed_4.png)
![](https://freight.cargo.site/t/original/i/e564d5117d2bff3d9921294d092252d0301306631329c4481aa133af0aa19792/Pinks-Memes_Instagram-Feed_3.png)
Team
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