I Build America recognizes the value men and women in construction bring to modern life in America. Launched by HCSS, a construction software company, the extraordinary campaign boldly removes the product from the picture and focuses exclusively on the customer -- not companies, but the real people doing hard work.
The risk paid off. In the first eight months of the campaign, HCSS saw a 53.6% increase in annualized revenue, according a MarketingSherpa report.
But product sales aren't what HCSS is most proud of. It's the movement inspired by the campaign. Now I Build America promotes careers in the construction industry, grants scholarships, and awards recognition to construction projects that make America America. The campaign website even sells caps and stickers, with all proceeds going to support the construction industry.
Check out the site, watch the videos and see what terrific storytelling can accomplish.