Work
Knauf Insulation’s Housebuilder Programme
Reaching housebuilders large and small
We’re proud to have brought Knauf Insulation’s products and message to an expanded housebuilding audience, through a strategic programme of promotion and value-led content… And a new online platform to share it through.
The challenge
As the UK’s largest insulation manufacturer, Knauf Insulation has a wealth of knowledge and expertise to share with the housebuilding industry. Having already established successful relationships with several of the sector’s major players, the next step was to harness the potential of SME housebuilders and their suppliers.
Q: How do you initiate meaningful, lasting engagement with a broad and diverse audience?
The work
A: Ask them what they need, then create a platform to deliver it.
We began by surveying a broad range of housebuilders and suppliers, to learn about their worries, their drivers and the resources that would be most valuable to them.
Armed with those insights, we shaped Knauf Insulation’s value proposition to highlight its relevance to our broader housebuilding audience. We then developed a suite of practical guidance, tools and resources, to be shared via a newly designed ‘Housebuilders Hub’, on Knauf Insulation’s website.
The Hub’s launch campaign, using paid, owned, shared, and earned channels, was timed to coincide with significant changes in building regulations. This ensured our offer of support was both topical and of genuine value to housebuilders.
Our content-led approach allows Knauf Insulation to continue adding fresh, topical resources to the Hub. And the option for housebuilders to subscribe enables an ongoing dialogue with their new audience.
The Hub’s success is underpinned by our wider housebuilder programme, which utilises advertising, editorial features and speaking engagements to position Knauf Insulation as the insulation partner for UK housebuilders.
The impact
The programme has helped Knauf Insulation’s products and message reach thousands of potential customers, throughout the UK housebuilding sector.
Building on their already well-established reputation, the Housebuilders Hub allows them to offer guidance to a larger community and ultimately forge new, long-lasting relationships.
