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Female Millennial, Gen-X Opps: James Hardie taps creative AOR, launches campaign with new target demographic (Score 42)

Ogilvy, which it announced as its new creative AOR at the same time. The agency now handles creative, advertising, programmatic digital, social media, PR, influencer and dynamic media partnerships. Its new campaign includes TV, programmatic digital, social media

JH's new creative, "It's possible," shifts the company's mentality to being consumer-driven and women-targeted. It normally manufacturers and marketers building construction materials but is now positioning itself as an option for home renovations and remodels. These kinds of home changes have become more popular amid the pandemic since people have spent more time than ever in their houses, thus becoming more aware than ever of changes they'd like to make. Reportedly, the US home remodel market is valued at $352b in 2021, up 85% from $290b in 2017.

JH has spent roughly $262.1k on digital ads this year; according to Pathmatics, it's already spent 26% more than the roughly $207.5k it spent in all of 2020. The company's estimated full-year spend of 2020 ($207.5k) only reached around a seventh of that of $1.4m in 2019, but it's obviously already picking back up this year. YTD, JH has earned ~16.1m digital impressions via desktop display (76%), mobile display (16%) and Facebook (8%) ads. Its desktop display ads of 2021 have been placed site direct onto southernliving.com (80%), allyou.com and coastalliving.com.

According to execs in JH's latest earnings call, the company's ad spend will continue increasing throughout 2021. Remember, this is the first time JH has really targeted homeowners, and it's specifically targeting women. Its YOY increase in digital spend and focus on placing ads on southernliving.com leads me to believe the company is particularly targeting female millennial and Gen-X. This new campaign is also running on local TV channels in US metro markets. Kantar data reports JH also invests in print, OOH and local broadcast, and it began investing in radio in 2020.

Agency & martech readers - With a new AOR, it's likely the company will seek a new media agency partner within the coming months. In the past, Brunner PA has handled creative, digital and media, but it's obviously no longer handling creative or digital. We will let you know when we determine more details regarding this agency partnership.