WHAT WE DID

Strategy
Experiential
Campaign
Website
Public Relations

Wildfires have been ravaging California, Colorado and other areas in the U.S. you may not expect. Homes destroyed. Communities devastated. Lives lost.

Arclin is answering the call with a fire-rated sheathing panel called Firepoint. This product slows the spread of flames longer than other options, giving people time to get out, and giving first responders time to get in.

Despite the furiously glaring need and the well-intentioned product, messaging wasn’t landing with builders set in their routines.

Digging into audience reality.

Homeowners are investing significantly in homes in Wildlife-Urban Interface (WUI) zones — where wildfire is a very real threat. The luxury homebuilders at the helm of these projects must protect their craft.

Therein lies the opportunity for Firepoint to laser in on this segment.

Wildfire doesn’t care about all the sweat a craftsperson pours into every elevated detail of a build. But Firepoint does.

Wildfire doesn’t care. Firepoint does.

As wildfire tears through a home on a destructive warpath, it won’t stop to admire the rift-sawn white oak or detailed crown molding really tying built-ins into the room. What fire will take note of is Firepoint. Fire-rated OSB sheathing that’s up to 53% more fire resistant than code.

With this campaign idea, Firepoint was poised to reframe fire protection from being a compliance checkbox to being a badge of craft.

A collage shows Firepoint branding: a trade show booth, an open brochure, two mobile phones displaying social media posts, and a square graphic that reads, "Wildfire is apathetic about aesthetics. Act like Firepoint.

Two hanging banners in a modern building. The left banner reads, "Wildfire doesn't care about freestanding tubs. FIREPOINT DOES." with a bathtub image. The right banner reads, "Wildfire doesn't care about built-in bookshelves. FIREPOINT DOES." with bookshelves.

Re-contextualizing every other product at a trade show.

Every year, more than 2,000 exhibits along with presentations and panels and discussion fill the halls of sprawling convention centers for the NKBA’s KBIS and NAHB’s IBS.

Messages fly at showgoers with breakneck speed, most of the time going in one ear and out the other.

Firepoint handed builders figurative glasses to change their perspective on every single thing they saw at the show.

Clearing smoke — and mirrors — from the website.

The website now prioritizes builders. Clear categorization of messaging guides this audience to the information they’re ultimately looking for: assemblies, real-world examples and certifications.

It’s imperative to keep things simple for an audience who wastes no time.

Three overlapping dark-themed website mockups with orange accents are displayed on a white background, showcasing sections for projects, plans, documents, and image thumbnails in a clean, modern layout.

Slowing down fire starts with spreading the word on the street.

Luxury, custom homebuilders in WUI zones — e.g. California and Colorado — have started to take note of Firepoint.

• 2.75 million impressions
• 2x web traffic
• >2x time spent on the site
• Houzz placements performing 46% above benchmark
• Zonda email 22.34% open rate

Two men stand next to a wall covered in building wrap. One man gestures while talking, and the other listens with his arm resting on the wall. A ladder and some trees are visible in the background.

Arclin Firepoint Builder Campaign