Knauf Insulation had great shelf presence in stores like Wickes and Travis Perkins, but when competition got hotter and government allocation rules kicked in, relying on trade relationships wasn’t enough. They needed to start selling directly to consumers which meant getting proactive, getting digital, and getting seen.

Knauf teamed up with Soop to flip their approach, focussing on clever, customer-focused digital targeting. No fluff, no generic ads. Just smart strategy and sharp execution.

We designed a campaign that targeted both active and passive customers, focussing on their desire to improve efficiency or reduce cost. The campaign targeted people who regularly visited energy saving websites, reading articles that featured keywords about insulation and energy efficiency and were researching how to reduce costs.

We also targeted homeowners, business owners or people who regularly visited DIY websites. This meant that although they might not necessarily have been looking for insulation, they might need Knauf’s products in the future. We ran display ads on targeted websites, as well as geofencing DIY stores and retargeting people who visited the Knauf website. These were supported by targeted Facebook ads.

We also added keyword targeting into the mix, driving people who are actively searching for; insulation products, Knauf, and its competitors’ product offerings.

After the initial launch, we engaged an audience based on their visits to specific trade websites, mirroring the approach of the geofencing campaign but in a digital, virtual context. The changes implemented during this period resulted in continued growth for the campaign in terms of impressions, thanks to improved access to more cost-effective audiences. More importantly, these adjustments allowed us to significantly scale the CTR, leading to a substantial increase in clicks. The success of this led to further optimisation, allowing us to pause the initial campaigns and shift our focus to audience targeting and geofencing.

Consumers

The 12 month B2C campaign delivered 68 million impressions to both active and passive users. Over 320,000 clicks through to the Knauf website and a blended CTR of 0.47%.

Trade

Click-through rates soared by a massive 1,700% in a year, while impressions jumped by 306%, driving significant growth in traffic and delivering major business benefits.

That’s not just more eyeballs. That’s more of the right eyeballs, seeing the right message, in the right place, at the right time.

Why it worked

Because Knauf showed up where the customers were. They told a useful story. And they backed it with data, targeting, and a team that lives and breathes localised, intent-led campaigns.