LP Smartside
Louisiana Pacific had a severe product failure with an engineered wood product line called SmartSide. The parent LP brand's reputation was unaffected, so the LP name was leveraged and was repositioned as LP SmartSide, the alternative to fiber cement. Regional events, product demos, training programs and influencer testimonials rebuilt trust and created a new awareness for the benefits of using LP SmartSide. LP SmartSide became a top selling product for Louisiana Pacific and outsells fiber cement.
• Traffic to the LP SmartSide site increased over 54%.
• Sales grew by 120% within the first six months.
• Product demand was at production capacity for two years.
Services rendered:
- Research
- Positioning
- Messaging Development
- Influencer Marketing
- Website Development
- Product Launche
- Tradeshow Communications
- Digital Ads
- Demonstrators
