Mastic: How do you make the best choice feel like the obvious one?

Client:

Mastic

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Mastic: How do you make the best choice feel like the obvious one?

To shift perceptions and boost preference for Mastic premium vinyl siding, Cornerstone Building Brands turned to Wray Ward to lead a fully integrated trade-focused marketing effort.

Project Overview

Positioning Mastic as a Category Standout

Even trusted brands must evolve to stay ahead. Mastic vinyl siding — part of the Cornerstone Building Brands portfolio — has long been a go-to for contractors. But too often pros were reaching for lower-tier SKUs, overlooking the benefits of Mastic’s premium offerings.

The opportunity? Shift contractor behavior by changing the conversation. The challenge? Do it in a category defined by loyalty, tight margins and complexity — where a trusted recommendation often matters as much as product specs.

How We Did It

Wray Ward designed a six-month campaign that exceeded every KPI, proving the power of the right message at the right moment — and the value of a trade audience strategy built on insight, not assumption.

165%
Video Views and Audio Completions
190%
Meta Clicks and Engaged Sessions
240%
Qualified Leads Captured

The Strategy

Employing an insight-led campaign, Wray Ward integrated brand storytelling and performance marketing in one tight ecosystem. The messaging was built to showcase what matters to pros: durability, design, ease of install and trust.

Geotargeted paid media attracted high-intent traffic to a custom landing page.  
A premium digital lookbook showcased product innovation and captured qualified leads.  
Tailored email nurture sequences kept contractors engaged with benefit-driven content.  
Social, publisher partnerships and video extended reach and reinforced the premium position across relevant channels.

Everything from message to media was built for the contractor mindset: direct, visual, value-first and with a clear path to action.

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Why It Worked: The Wray Ward Way

So, how do you make the best choice feel like the obvious one? By pairing smart creative with the right audience insight to back it up.

Grounded in audience truth, not assumptions: We didn’t just promote a product. We reframed the value story with bold, insight-led creative built for action.
Move fast — and with purpose: We launched a full-funnel campaign in weeks, delivering leads now and setting the stage for future growth.
A long-term partnership with shared momentum: Years of collaboration with Cornerstone meant deep category understanding, seamless alignment and the trust to go further, faster.

With a foundation now in place, future marketing campaigns will deepen contractor engagement, reinforcing Mastic’s premium positioning and expanding the spotlight to the brand’s broader, design-forward siding portfolio. For Cornerstone and Wray Ward, it’s a partnership built on not just shared goals but also shared momentum.