CertainTeed launched a new brand campaign to establish itself as a Building Science leader in the U.S. residential and commercial building space. The campaign focused on showing how the full product portfolio works together to solve real building challenges. Over six months, it delivered strong performance across key audiences, with bold visuals, smart creative, and clear messaging driving engagement.

From a creative standpoint, solutions-led messaging was a major performance driver. Emotionally driven storytelling led engagement, with the core concept consistently outperforming expectations. Science-forward messaging—especially Built for Growing Your Business—also resonated strongly, reinforcing credibility while connecting with both homeowner and contractor audiences.