JELD-WEN Auraline

JELD-WEN engaged Phase 3 for the product launch of Auraline, an exciting new line of windows and doors for the new construction market. Auraline was unique to the market, in that the windows and doors are made from a composite material that blends the beauty and efficiency of wood with strength and durability that surpasses vinyl. The product fills an important gap in the market between lower-cost vinyl windows and luxury wood windows, giving homeowners the look of a luxury window for less. 

JELD-WEN needed to make a big splash because they stood up a new factory to support the production of Auraline windows. However, their initial launch was thwarted by supplier issues. This new campaign was to make up for lost time, beginning Q1 of 2022.

Positioning Auraline as the first "True Composite" window, we coined a phrase not yet in use in the market in order to deposition the hybrid windows that competitors were trying to pass off as "composite". With the tagline "the best of both worlds" and a visual split screen motif, we were able to show how composite windows are both beautiful and durable, appropriate for both contemporary and modern style homes, and compatible with multiple climates and conditions.

The project included development of product positioning and messaging and the launch of a comprehensive campaign, including website, sales collateral, direct mail, email, dealer launch kits, room renderings, video, search and digital display advertising.

Arming JELD-WEN's sales force with best-in-class marketing materials and engaging retailers with branded launch kits, we rolled out Auraline to the frontline audience first--then followed up with contextual, programmatic, and retargeting ads to the builders. Once these key influencers were informed and engaged, we initiated a consumer campaign to drive awareness of the product, aiding builders in the semi-custom home market with their recommendation to upgrade from vinyl to Auraline. 

The CTR and engagement rate from all three platforms were under the benchmark goals of 1% and 8% respectively. The CTR was 0.84% and the engagement rate was 7.67%.

Pinterest produced the highest metrics overall, while Facebook continued to have the highest return on investment. Facebook generated over 3 million impressions, and roughly 36,000 link clicks, all while maintaining an engagement rate of 6% and a low CPR of $0.66.