Navigating Dual-Audience Complexity: How Acronym Streamlined GAF's Digital Presence

In this case study, we explore how GAF, North America's leading roofing manufacturer, collaborated with Acronym to optimize its digital marketing efforts. Despite the challenge of catering to two distinct audiences, Acronym's versatile strategy led to significant growth in both contractor sign-ups and homeowner education, solidifying GAF's market leadership.


Their Story

More homes and businesses in the U.S. are protected by a GAF roof than by any other product. They are the leading roofing manufacturer in North America, with plants strategically located across the U.S. As a Standard Industries company, GAF is part of the largest roofing and waterproofing business in the world.

The Challenge

GAF was faced with two distinct paths of business and diverse audiences between professional contractors and homeowners, interested in their roofing materials.

Each audience had unique needs and interests, creating a dichotomy that required a sophisticated approach. They needed to ensure digital marketing dollars were optimally hitting volume goals, while also controlling cost per acquisition.

The objective was two-fold:  

  • Drive contractors to sign up for the Rewards Program and incentivize them to become GAF contractors.  
  • Drive homeowners to search for contractors and learn the benefits of using a GAF contractor on a dedicated landing page.   

The Solution

Partnering with GAF and helping them to launch their brand’s digital marketing efforts from scratch, we worked with them to map a strategy to most efficiently deliver top results and optimize paid social media campaign dollars.

We set a plan in motion to hit their top site traffic objective of driving qualified consideration audiences to the site to browse content. A mix of tactics and analysis enabled us to zero in on audience-qualifying characteristics, including Lookalike Video Viewers, Site Traffic, Customer List Audiences, Audiences overlaid with job titles and relevant interests. Additionally, we successfully drove remarketing audiences to the site to complete success metric actions based on top Traffic and Conversion objectives, including retargeted video viewers, site traffic, and customer list audiences.


Our team of strategists and social media specialists delivered efficient Cost Per Site Visit and Sign-Up metrics for homeowners and contractors Year-Over-Year, across Facebook, LinkedIn and Instagram.





This case study showcases how Acronym's digital marketing expertise helps clients navigate complex audience dynamics and achieve their goals. Ready to drive your digital success? Contact us today to craft your unique strategy with Acronym.

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