General Shale Brick, a leader in the national residential and commercial building materials looked to expand the relationship with their customers through engagement and the promotion of their modern product lines. An ARO partnership was formed and the exponential success of the campaigns proven.

The Strategy

With a renewed vision, General Shale looked to bring their product message close to customers and continue their leadership in the brick and masonry industry. To achieve their goals and more, ARO developed a year-long marketing strategy including tactics and deadlines uniquely catered to each of General Shale’s core demographics. By analyzing homeowners, contractors and builders, sales teams, and the internal General Shale employee network, a plan was crafted to launch General Shale into a year filled with success.

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The Videos

Over 10 videos have been produced to highlight General Shale products. Each of these aims to highlight the versatility, beauty, and efficiency that come with using brick in any home build or remodel. From do-it-yourself videos for our #DIYDays campaign to testimonials from happy homeowners and instructional videos on why Brick is Best, we’ve highlighted the strengths of this classic building material.

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The social campaign for General Shale has resulted in enormous growth in engagement, collaboration with influencers and brands, and a direct link to increased leads and sales.

13  Influencer Requests

107 Total Leads

11,623+ Instagram  Engagements

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The Lookbooks


To highlight the beauty and design potential for General Shale brick products, 5 lookbooks were created. Each was created with custom photography of top-selling bricks in different regions across the nation. This interior design approach to brick creates a unique and stunning result to inspire homebuilders as they embark on their building journey.

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