TimberTech Stories 2024 Brand Campaign

The AZEK Company is an innovative manufacturer of beautiful, low-maintenance, and environmentally sustainable outdoor living products. Its composite decking product, TimberTech, needed a 2024 brand campaign, and the primary message was clear: it looks like real wood but requires none of the maintenance. But there were many other key messages to work in, each appealing to different regions and different buyers.

TimberTech’s biggest advocates are its customers; they consistently rave about the TimberTech product and are loyal evangelists. In turn, TimberTech is devoted to its customers. Knowing this bond between brand and customer, we sent out an open call for campaign participants and received hundreds of photos, videos, and testimonials from enthusiastic people hoping to participate.

In partnership with the TimberTech team, we selected seven customers across multiple states – including two HGTV celebrity influencers – to put at the center of the brand campaign. The final videos, used primarily as 15- and 30-second TV commercials, featured real people proudly showing their finished TimberTech projects in varying climates and with a range of aesthetics.

The stories, visuals, and audio captured in the videos rolled out into a successful integrated campaign featuring TV, radio, digital, social, and direct marketing. The common thread between the homeowners, builders, and contractors we featured? Their genuine passion for the product and the stunning outcome of each of their projects.