Omnichannel Excellence: Helping an Iconic Window & Door Brand Build Trust and Market Share
Project Overview
For over 75 years, Simonton vinyl windows and doors have helped consumers reframe the way they look at their homes. Recently, several of the brand’s bestselling sliding and double hung windows earned the coveted Good Housekeeping Seal—one of America’s most prestigious and trusted endorsements. More than just a symbol, the Seal represents an objective validation of quality, durability and performance backed by 125 years of product testing experience.
For the Simonton brand, this achievement presented a powerful opportunity to reinforce consumer trust, enhance brand recognition and ultimately drive sales. Senior leadership engaged Bailey to celebrate and communicate this consequential milestone via a comprehensive omnichannel messaging campaign that would:
• Clearly communicate the importance and relevance of the Good Housekeeping Seal
• Empower contractors to leverage the credibility of the Seal and drive sales
• Tell a cohesive story across multiple platforms in order to maximize reach and impact
What We Did
Together with the Cornerstone Building Brands team, we developed a messaging strategy that can be summarized in three simple words: “Recognized for Excellence.” For the Simonton brand, the Good Housekeeping Seal is just the latest honor in an impressive legacy that spans more than 75 years. This positioning reinforces the brand’s history as a trusted choice for consumers—a perspective that is now formally validated by an independent authority synonymous with quality assurance.
Messaging Development
The Cornerstone Building Brands and Bailey teams then developed key messaging pillars to reinforce the Simonton brand’s credibility and educate consumers on the significance of the Seal, answering critical questions such as:
- What is the Good Housekeeping Seal, and why does it matter?
- Why did Simonton windows earn this endorsement?
A Cohesive Multi-Platform Campaign
Building upon these messaging pillars, Cornerstone Building Brands and Bailey collaborated on an integrated marketing campaign with a mix of high-impact content across digital, social and print platforms, helping ensure broad reach and engagement. The initiative included:
- Custom Video Production – A custom video shoot was orchestrated to develop compelling visual storytelling assets.
- Superhero Video – A high-energy short-form video was produced using both existing and newly captured footage, optimized for multiple digital platforms.
- Cross-Platform Pre-Roll Ads – The content was then adapted for YouTube, social media and Good Housekeeping’s digital ecosystem.
- Print & Digital Advertising – A series of eye-catching ads featured across Hearst Media’s influential properties was developed.
- Website & Sales Enablement Updates – Simonton.com was enhanced with updated messaging, visuals and sales materials to align with and enrich the campaign.
- Contractor Sales Tools – Custom one-pagers, webinar training events and a comprehensive sales enablement presentation empowered brand partners to leverage the Seal in their sales efforts.
- Email & Retail Marketing Integration – Targeted email announcements and HomeDepot.com product page enhancements ensured consistent messaging across all touchpoints.
- Branded Window Decals – Consumers can scan a QR code linking to the brand’s “Why Simonton?” landing page, reinforcing confidence at the point of sale.
Results
The campaign delivered exceptional performance across multiple digital channels:
- 91% lower CPM (Cost Per Thousand Impressions) on Meta and YouTube compared to industry benchmarks
- Engagement-driven targeting – More qualified leads and stronger brand interaction due to behavioral targeting based on the brand's existing social followers
- Increased visibility and trust in both consumer and contractor audiences
The Simonton Good Housekeeping Seal campaign demonstrates the ability of strategic brand storytelling and compelling creative execution to elevate brand reputation and drive measurable results.
By combining effective messaging, multi-platform execution and performance-driven digital strategies, Bailey Brand Consulting helped the Simonton brand leverage the Good Housekeeping Seal to build trust, enhance sales and position itself as the clear choice for quality-conscious homeowners and contractors.
