Owens Corning featured in award-winning online video series
A creative collaboration between Owens Corning and a popular content creator in the building products space has the full attention of The Webby Awards, an international organization honoring excellence on the internet for the last three decades.
The iconic Owens Corning brand is prominently featured within a series titled “You-Tuber vs. Real Carpenter.” The content earned a Webby Award in two categories, including Social How-To, Explainer, & DIY; and Creator Brand Ambassador. The series also was nominated in the Home and Design category.
Gordon South, the host of the videos, spent 14 years in the construction industry in Toronto as a construction foreman, project manager and apprentice carpenter before becoming a content creator known as The Wood Bully. He invites anyone from his comments section to go head-to-head in a carpentry competition.
Owens Corning lumber, doors, house wrap and roofing underlayment appear as part of the series, showcasing Owens Corning’s complementary branded building products solutions.
Owens Corning understands how contractors value collaboration and community. Working with Gordon on a video series was a natural collaboration for both him and Owens Corning, especially for the company’s lumber products.
“The company’s focus in the lumber industry is aimed at enabling builders to do more. Gordon’s connection with that audience brings Owens Corning direct and credible access to builders,” said Casey Ingle, strategic marketing director for Owens Corning. “We worked together to develop mutually beneficial strategies bigger than traditional sponsorship or integration,” he added. “For many of our loyal builders, they first met our products through Wood Bully and we continue to hear that same statement today.”
“Owens Corning is able to offer products from the foundation to the roof,” Gordon said. “From the ground up, in every phase of construction, Owens Corning is there. Not a lot of companies can say that. If you are exclusive to Owens Corning, you could almost build an entire house.”
Wood Bully content metrics range from tens of thousands to several hundred thousand views.
“Being nominated for three Webby’s and winning twice – it was a bit of a shock,” Gordon added. “Usually they honor TV shows, or streaming shows over self-made, YouTube channel content. Partnering with OC coincided with other factors and the videos really took off.”
“Wood Bully has been an integral partner to our Lumber team and the Owens Corning brand,” said Casey. “Three years ago, our collaboration started with a simple online product review and since that time has grown to include a national demonstration tour, contractor engagement and education, and partnering to expand his ‘Beat The Bully’ concept to new applications, materials and audiences.”
Wood Bully has been paid by Owens Corning for endorsement of Owens Corning® products.