Knauf Insulation is one of the world’s leading providers of insulation products. For many years we’ve supported the creation of their sector-leading Sustainability Report, and this year, had the opportunity to extend the reach of the report across digital channels.
Knauf Insulation recognises their responsibility in helping architects, designers, developers and builders create more energy-efficient buildings. Champions of the European Commission Level(s) reporting framework for sustainable buildings, Knauf Insulation are setting the agenda for the future of green, eco-friendly and energy-efficient buildings.
Having supported Knauf Insulation for many years to produce their sector-leading Sustainability Report, this year we had an opportunity to embrace digital channels as a way of distributing the content to a wider audience.
In previous years, the Sustainability Report was produced in print and available as a PDF download from the Knauf Insulation website. Together, we agreed that there was a huge opportunity to utilise digital marketing to improve the reach of the report and engage with key stakeholders.
We identified that many of the target audience use Twitter and / or LinkedIn in a professional capacity. We focussed our efforts on creating a content marketing plan to attract their attention and contribute to the positioning of Knauf Insulation as a global leader in sustainability.
We created an article publication schedule to promote a mix of the pieces that would eventually feature in the newly titled Annual Review 2018 and internal ‘feel good’ stories.
So far, we’ve created a significant uplift in views and engagement on the content pieces we’ve promoted. We’ve seen a 65 per cent uplift in unique page views on this type of content during the campaign, which has come primarily from the increased profile of the content on the selected social channels. There’s been a 33 per cent uplift in website referrals from social channels as a result of a mixture of organic and paid promotion activities.
Although not part of our remit within this campaign, we were conscious of the potential to increase traffic from organic search by ensuring the content was fully optimised. As a result, we’ve seen a near 20 per cent uplift in users coming from this source.
We had very good comments so far and this is thanks to your great and hard work.
It has been a huge pleasure to work on this project with all of you and to learn again from your inspiring creativity and ideas.