The Easy Way to Fix Ugly​


How do you tell homeowners that their
ugly popcorn ceilings can be fixed?

What we did:

  • Audience Research
  • Strategy + Consulting
  • Brand Development
  • Creative
  • Campaigns + Advertising
  • Customer Experience + UX
  • Websites + Platforms
  • Social
  • Search
  • In-store + Experiential
  • Photography + Content
  • Creation
  • Video Production
  • Analytics + Insights

Our discovery led us to understand Armstrong’s target audience was looking for house solutions on YouTube. We created two 30-second videos to play as pre-roll on ads for two different campaigns.

We entertained them

Each video featured a quirky, everyman character “fixing” a problem by covering it up, then applying the same logic to their popcorn ceilings.

Compliments You’ll Never Hear

We were able to target these videos to not only those that were searching for DIY solutions on YouTube, but also to Armstrong’s target markets.


No matter how fun or effective the message is, it can only work if seen. To get the videos seen, we integrated a targeted approach to amplifying its reach through paid search, social media and influencer networks. These branded, awareness-building messages were placed on, the web companion to the popular TV show. This site was ideal for grabbing the attention of our target audience while in a DIY mindset.

Key influencers also helped promote these videos, giving Armstrong credibility in the décor and inspiration category with an expanded audience consisting of males and females 35+.


That market also listened to the radio. We created a 30-second radio ad that played in their target locations.


Static banners lose eyes. But GIFs attract attention. We created a variety of display ads that moved.

Gif Mullets are never classy but drop ceilings can be
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