TimberTech composite decking has one mission: to relentlessly “Go Against the Grain.” A massive component of this is being nimble and quick to respond to viral social trends. Not only does it help build positive brand awareness, but it allows TimberTech to show why we are unique instead of just proclaiming it.
We constantly look for opportunities to use trending topics to engage consumers in a way that shows off the brand’s personality while highlighting the technology and design capabilities that make the TimberTech brand unique.
The Dolly Parton Challenge was intended to show off how people present themselves differently on various social platforms. The challenge quickly became a social phenomenon and was a trending topic across all social platforms.
TimberTech leveraged the trending conversation to create our version of the four-photo mosaic format. It provided us with an opportunity to join the conversation in a fun and unexpected way as well as showcase the different options homeowners have when building a TimberTech deck, proving the material is almost as versatile as Dolly herself.
The real time response post delivered over 14K reach, 28% more than benchmark. The engagement rate was 4.10%, 160% above industry benchmark.
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