Gorilla Glue is a household name among general consumers, but awareness of its Heavy-Duty Construction Adhesive line among professional tradespeople lagged behind its consumer reputation. Despite strong product performance, professional audiences did not widely recognize Gorilla Glue as a credible, jobsite-ready solution compared to entrenched competitors in the category.
Our objective was to close this awareness gap by repositioning Gorilla Glue Heavy-Duty Construction Adhesive as a go-to solution for Pros, elevating brand recognition and recall within key trade markets. The campaign aimed to establish clear differentiation by spotlighting performance-driven benefits that matter most to professionals, including its “no call backs” reliability and its 100 percent adhesive formula, unlike competitor products diluted with water.
Ultimately, the goal was to increase brand awareness, strengthen brand preference, and reinforce Gorilla Glue’s credibility among high-value professional audiences through a unified, digital-first approach across social and influencer channels.
To bring this campaign to life, we developed a unified brand awareness strategy rooted in authentic, proof-driven storytelling that demonstrated Gorilla Glue’s real-world performance on the jobsite. The creative approach focused on showing, not telling, why the Heavy-Duty Construction Adhesive line outperforms competitors, using messaging that spoke directly to professional pain points and priorities.
We activated a coordinated mix of owned, paid, and influencer content, ensuring consistent brand signals across platforms while tailoring execution to each channel’s strengths. Influencer partnerships played a critical role in reinforcing credibility, as trusted trade voices demonstrated the product in real-world applications, helping Pros see Gorilla Glue as a reliable solution rather than a consumer-only brand.
Distribution was intentionally platform-specific, allowing us to reach Pros at key moments throughout their day and reinforce brand recognition through repeated, high-quality touchpoints. This approach ensured that awareness was not only achieved but sustained, increasing the likelihood of recall when purchase decisions were made.
One of the key challenges was breaking through long-held perceptions in a category dominated by familiar competitors. By anchoring the campaign in authentic demonstrations and performance proof, we overcame skepticism and repositioned Gorilla Glue Heavy-Duty Construction Adhesive as a professional-grade solution worthy of consideration on the jobsite.
The campaign successfully delivered strong brand awareness and recall among professional audiences across the three targeted trade markets. Combined brand and influencer efforts generated 57 million impressions, ensuring sustained visibility among high-value Pros and significantly expanding recognition of Gorilla Glue’s Heavy-Duty Construction Adhesive line.
Beyond awareness, the campaign drove tangible business impact. The proof-driven creative resonated with professional audiences, resulting in an immediate 7.6 percent sales lift for the Heavy-Duty Construction Adhesive line. This performance demonstrated increased brand preference over key competitors and confirmed that targeted social activation can influence both brand recognition and purchase behavior.
The impact of the campaign extended beyond the campaign window. Following the conclusion of the program, we observed a 6.9 percent residual sales lift in the campaign markets, indicating strong brand recall and lasting awareness among Pros. While the effort was designed specifically for professional audiences, a halo effect emerged as Gorilla Glue’s broader product portfolio also experienced sales lift during and after the campaign.
Together, these results reflect a successful brand awareness campaign that elevated Gorilla Glue’s position in the professional construction category while delivering meaningful, measurable outcomes.
