adopting a fresh approach to building brand loyalty
SlopePro faced an army of roofing competitors in the Richmond market.
To break them out of the pack, we enlisted the help of some four-legged friends.
Central Virginia hosts dozens of roofers. So when SlopePro entered the market, they knew that standing out would be a huge challenge. And while SEO efforts helped drive leads to their website, name recognition remained low. They needed the kind of help that a “me-too” marketing campaign couldn’t deliver. They turned to 93 Octane.
our solution
A meme featuring a dog in a hard hat provided inspiration: our furry friends are “roofers” too! Why not join forces for good?
Our “Love Your Roofer” campaign paired SlopePro with Richmond Animal Care and Control (RACC) to sponsor pet adoptions. SlopePro would fund adoptions and use their social media to amplify their reach. And RACC would deploy branded sponsorship posts across its extensive social networks.
Our furry friends are “roofers” too! Why not join forces for good?
the tactics
Our social media tool kit made it easy for RACC to roll out the campaign and ensured branding consistency. Social videos amped up the excitement online. A branded cut-out allowed customers a picture-perfect backdrop to commemorate their adoptions. Branded giveaways gave customers lasting keepsakes that were guaranteed to keep SlopePro top of mind. And a “Show Us Your Roofer” contest helped engage existing pet owners in the area.
the results
The campaign delivered an outsized bang-for-the-buck, producing a swell of web traffic, thousands of impressions and local news exposure. But the biggest win was positioning SlopePro in a distinctive way that generated immeasurable goodwill.
dozens of
pet adoptions
268% increase in web traffic
10,000+ social impressions
dollar value of earned media
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