NSIS (created also by Nullsoft) was particularly awesome, made it a breeze to build a Windows installer. There was also a photo gallery script Justin created which I thought was ahead of its time back then.
Two years ago I worked on an Electron-based app for Windows. I tested* it right on my dev machine in Electron for Linux _and_ the whole build process, including the NSIS-based installed also ran on Linux via makensis utility, so I didn't even have to touch Windows until the final QA phase. This was very nice.
I seem to remember the scripting language was a bit... eccentric, but it got the job done for us in the mid 2000s distributing a cross platform C++ app which was cross compiled on Linux.
I used this in a couple of projects, and it was one of the easiest to use (still, it had good scripting possibilities)