Knauf Insulation’s marketing team has worked with Soop Marketing to increase their digital presence and make use of efficient, targeted tools.

“Soop has really led the charge… they’ve helped us gain a good digital advertising foothold and put us prominently in front of the people we need to speak to.” Said Tom. 

Soop runs digital advertising to promote specific products to a highly focused audience. Because Knauf Insulation is a fast-moving business, priorities have changed rapidly over the last year. Campaigns have had to be fluid, and Soop has managed this evolution seamlessly.

One major focus has been the promotion of Knauf Insulation’s U-value calculator. This free online tool allows architects, specifiers, and contractors to quickly determine the thermal performance of building constructions. By promoting this tool specifically to architects and house builders, Knauf Insulation has positioned itself as providing high-value technical solutions, rather than simply a product site.

Recently, Knauf Insulation has piloted some digital-out-of-home advertising to support their search campaigns - a first for the business. This worked by: 

• Targeting architects: Working with Knauf Insulation’s commercial team, Soop identified key architect practices in major cities and secured digital billboards within a specific radius of those offices
• Event integration: Architects were also targeted during the prestigious Clerkenwell Design Week in London
• Merchant hubs: To reach the builders who are shopping in the builders’ merchants, Soop targeted people visiting specific stores, advertising on digital billboards in the immediate surrounding areas

As Tom puts it: “For us, it’s not necessarily about getting a sale in that exact moment. It's about becoming more familiar to the audience. This is particularly vital given the long sales cycle in construction; an architect may specify a product today for a job that won’t break ground for two years. We need to stay front-of-mind throughout that entire journey.”

Measuring these campaigns is notoriously difficult because the target audience rarely buys directly through Knauf Insulation, they go through a distributor. However, the team has seen positive sales figures for the promoted products, combined with strong click-through rates and high impressions from each campaign. 

Tom highlights the ‘switched on’ attitude and record speed of the Soop team, noting that their collaboration allows him to report back to internal stakeholders quickly and easily. 

“The relationship has strengthened a lot over the past couple of years. It's become a real partnership rather than someone just doing something for someone else. We will always help out and do things in a joint way which means that, honestly, it's just smooth sailing. The Soop team has been really on the ball and come back to us in record speed!” 

Richard Duxbury, MD of Soop said: “We really enjoy working with Knauf Insulation and our partnership has gone from strength to strength over the years. We’ve really got to know each and have developed a deep understanding of their business, and that shows in the results we’re getting. The team is also great fun which helps.”

The future looks bright for the partnership. As Knauf Insulation and Soop continue to develop their understanding of these specific markets, the scope of work grows each year.

“Results year on year are getting more positive. We're getting the numbers we want. We understand how to target the people we want. We do a bit more with Soop each year.” said Tom.