To increase brand visibility for our client’s target audience of trades people, we applied a geofencing marketing campaign, tagging people that entered specific trade stores. This substantially scaled impressions to the target audience, driving unprecedented increase in website visitors. This precision targeting grew their display ad CTR by 1700%.
Knauf started operating in 1978 and is one of the fastest growing providers of smarter insulation solutions with over 40 years of experience within the insulation industry.
Their mission is to meet the increase in demand for energy efficiency and sustainability in buildings.
Our Partnership with Knauf began in July 2021 when we were asked to help them drive brand awareness and product identification for their key audience, which are people working in the trades.
Because Knauf sells all of their products via vendors such as Wickes, B&Q and Travis Perkins, it was vital to get in front of the potential trade customer that visited these locations.
We designed an advertising strategy utilising 3 core campaigns:
The KPI’s were visibility, measured through impressions, and brand interaction measured through clicks.
By the end of 2021, we had secured good impression rates of 430k a month. But we knew that there was a greater opportunity to further grow the clicks being generated by offering access to more active users.
With data now behind us and analysis we could utilise, we were able to be far more innovative with how we used different tactics – a way of working that has been traditionally more associated with consumer marketing. We introduced two new audiences based on keywords and website visits. These changes meant that the campaign continued to grow in terms of impressions due to having better access to better priced audiences, but more importantly it also meant that we could substantially scale the CTR and, consequently, the clicks.
The success of this meant we could optimise it even further, bringing in even more creative thinking. In June 2022 we were able to pause initial campaigns and focus instead on the audience and geofencing insertions. This led to an increase in CTR of over 1700% between December 2021 and December 2022, going from around 1,500 clicks a month to 24,000. These clicks were all generated from the target audience and helped to grow the traffic on the company’s website. This benefited the business in more ways than just leads.
In addition to this, the impression volume went from an average of 640k per month in H2 of 2021 to over 2 million a month in H2 of 2022 – an increase of 306%.
The promotion of energy efficient products in an era of soaring energy bills is now the focus for our partnership with Knauf and we look forward to supporting them.