Firestone Building Products

A change in perception leads to a change in performance.

the situation

Even though Firestone Building Products (FSBP) was a pioneer in the commercial roofing industry, its competitors had achieved parity. So it became critical for the company to shift from being perceived as a product-focused organization toward being leaders in the industry, with a high quality product portfolio and deep expertise.

the acceleration

Through research, segmentation analysis, and persona development, Motion started by developing a unique positioning: The leading provider of complete building envelope solutions.

We produced the “Whoa! Exactly.” creative campaign to bring the idea of partnership home – (and delivering their highest advertising recall rate two years in a row!).

Additionally, their first-ever persona-based international websites were created.

The foundational work informed the creation of their first-ever persona-based international websites as we tackled their trade show presence with a ‘go big or go home’ attitude. Their leadership position loomed large at the International Roofing Expo (IRE) as they outshined their competitors with a dominant two-story booth, interactive multi-media displays, and strategic trade show activities that landed them 281 new MQLs.

To further establish FSBP as leaders in their category, we brought them an integrated public relations strategy, which included:

Media relations for each of their product categories and systems

Speaking engagements for subject matter experts (SMEs)

Custom content and bylined article development

Finally, FSBP benefitted from A-to-Z social media management that helped grow their nearly non-existent social presence by 100% across all platforms.


In one year, we turned the company’s brand perception on its ear, from that of a commodity-driven order-taker to the only place to go for expert building product solutions – for everything from roots to rooftops and everything in between.

#1 ad recall rate
in the industry (2 years running)

Month 1
3 websites, 10,000 page views

100% growth
in social media across all platforms

281 new
marketing-qualified leads (MQLs)

FSBP outpaced their competition by elevating the conversation and becoming THE provider of total building performance solutions. By claiming their seat at the top, they ultimately grabbed market share back from their competitors.