hfa Insights, News & Awards


At hfa, we're always making headlines (and not just the kind that go into ads). Here you can read more about our latest news, strategic insights we've published and awards we've won.

Making An Impact In Multiple Siding Markets


  • 70% Sales growth within 5 years, even as housing starts decreased by 58%
  • 3% Increase in market share within the same time period


LP® SmartSide® Trim & Siding needed to increase revenue despite a downturn in new housing construction. At the same time, the brand needed to defend its key differentiators—remarkable beauty and durability—against competitors making the same claims.


Repair, remodel and shed-building projects represented underserved markets with significant sales opportunities. Furthermore, one sale can lead to another; once customers try LP SmartSide products, they're sold.


Through in-depth, "in-the-trenches" research and account planning, hfa identified key opportunities for each market segment and developed a cohesive brand campaign that would be effective in all of them. The campaign boldly touted and proved LP SmartSide's superior impact resistance compared to competitors, giving customers a powerful and truly ownable reason to try the brand. The comprehensive marketing plan included integrated online media, a social media presence and complete websites for the key market segments.

To see some of the campaign creative, visit our portfolio.