LP SmartSide
Louisiana Pacific had a severe product failure with an engineered wood product line called SmartSide. The LP brand's reputation was unaffected, so the LP brand's name was leveraged and LP SmartSide was repositioned as the alternative to the sales leading, siding product – fiber cement. Regional events, product demos, training programs and influencer testimonials rebuilt trust and created a new awareness for the benefits of using LP SmartSide. LP SmartSide is now a top selling product for Louisiana Pacific and outsells fiber cement.
The First Year
• Traffic to the LP SmartSide site increased over 54%.
• Sales grew by 120% within the first six months.
• Product demand was at production capacity for two years.
