• by Tanya Gazdik , April 29, 2021

Home siding company James Hardie is launching its largest-ever marketing campaign Friday, marking a major shift for the company.

The campaign, from Ogilvy, is themed “It’s Possible.”  It represents a "significant pivot" from a trade-focused, business-to-business approach to a consumer-driven, female-targeted advertising strategy for James Hardie, according to the company.

The timing for this shift is no accident, as home renovations and remodels skyrocket across the country as people are spending more time in their homes due to the pandemic. 

According to Harvard University Joint Center for Housing Studies’ Leading Indicator of Remodeling Activity, the United States home remodel market is valued at $352 billion in 2021, up from $290 billion in 2017. The U. S. Census Bureau’s American Housing Survey indicates that the median U.S. home was built in 1974, meaning that the average American home is now 40 years and older.

This shift to speaking directly to homeowners with emotional storytelling is fairly unprecedented in a home siding industry that heavily skews male and technical. 

Research has shown that women are the decision-makers and catalysts for home design choices, says Sean Gadd, chief commercial officer for James Hardie.

“We are eager to communicate directly to female homeowners in a whole new way that empowers her to design the exterior of her home, and brings to life our endless design possibilities through emotional storytelling,” Gadd tells Marketing Daily.

Both a 60-second TV spot (and a 30-second cut-down) will air in major metro markets across the U.S. through June.

Creative shows the meaningful ways a family finds comfort, connection, joy, long-lasting beauty and protection from their James Hardie home over the years. It features the emotion-laden song “Feels Like Home,” by up-and-coming band Hills x Hills. 

The effort also includes programmatic digital, organic/paid social including influencers, public relations and media partnerships. The global effort will expand from the U.S. to Australia this spring and additional international markets later this summer.