Owens Corning: Meet The Pinks

Produced by NEUPLOT for Hero Collective and Owens Corning
Director A.F. Cortés  ECD: John Frazier 

Owens Corning aimed to promote their Pink fiberglass home insulation to Gen X audience using their traditional mascot, the Pink Panther. With low social engagement, they sought a fresh approach to connect with builders and contractors.

"Meet The Pinks" emerged as a campaign introducing four insulation superheroes inspired by 1970s cartoons. These heroes, mirroring the challenges of our contractor audience, tirelessly strive to meet every home's insulation needs with precision, safety, sustainability, and comfort.

The branded superhero content series amplified Pink Insulation product messaging on social channels, offering a fun and memorable alternative in the category.

The campaign achieved remarkable success, boasting social media engagement 50 times higher than competitors, a tripled follower count on OC Residential accounts, and increased demand for Next Gen Fiberglass. The Pinks became essential to Owens Corning's social presence, contributing to the company's doubling of market capitalization over two years.