Bruno: the viral insulation challenge!
How do you strengthen your relationship with tradespeople and make an effective move into social media?
Recognised by all professionals as an innovative brand whose products combine ease of installation, indoor air quality and respect for the environment, Knauf Insulation wanted to build on its range of high-performance glass wool solutions (ECOSE® Technology) to reposition its brand messaging, communicate the benefits of its solutions and thereby face up to strong competitive pressure.
Following a competitive pitch, the brand called on Convergence to put in place a multichannel campaign and speak up with clear differentiation of the solution to a target of tradespeople and construction professionals. All while accelerating a shift to digital.
Knauf Insulation's wish meant answering three key questions.
How do you showcase a solution's performance without slipping into ultra-technical messaging? How do you move a brand's messaging towards greater rapport and closeness with its targets? Which levers do you activate to create and engage an online community of professionals?
In short, this allowed Knauf Insulation to:
- Highlight the solution's performance with accessible messaging
- Develop greater closeness and rapport between Knauf Insulation and its targets
- Create and engage an online community of pros
The Convergence solution
An offbeat, humorous campaign
CONVERGENCE built the campaign around a web series. Comprising 5 episodes, it stars Bruno, a tradesman-installer. The synopsis: on an island, far from civilisation, Bruno must take on challenges set by his two childhood friends, who want to check whether his insulation skills are still as sharp as ever.
Each film, around 60 seconds long, uses a humorous, offbeat tone to highlight the 5 decisive strengths of glass mineral wool with ECOSE® Technology: softness to the touch, energy savings, the plant-based binder, indoor air quality and a composition of up to 80% recycled glass.
under the magnifying glass
The 5 videos were relayed on the website dedicated to the campaign, on a YouTube channel and on Knauf Insulation France's new Facebook page. " We adapted them into short formats for social media to encourage users to discover Bruno's challenges and share them widely with their own community," explains Véronique Giraudeau, project manager. The full set of community and traffic management actions allowed the agency to roll out a digital programme that fostered the recruitment of new fans and encouraged virality.
" Once again, we can see that Facebook as a medium is perfectly suited to a B2B activation, since it makes it possible to create and engage a community of tradespeople. We nevertheless rounded out our programme with a "push" activation via targeted emailings."
The agency also rolled out a major campaign aimed exclusively at tradesperson-installers: a 100% digital prize competition with no purchase required. To play, tradesperson-installers had to log on and test their knowledge of ECOSE® Technology.
Up for grabs: numerous gifts, including a trip for two to Thailand! Through this offbeat campaign, Knauf Insulation gave builders' merchants an unexpected way to talk about the product range.
To relay the campaign, they were given an in-store activation kit aimed at their customers, bringing branches to life. Media support was designed to drive traffic to the various branches.
Results
By demystifying the technical nature of its solutions without diminishing their image, Knauf Insulation engages tradespeople and construction professionals in a playful way.
An innovative and original communications initiative whose first results speak for themselves:
- 750 builders' merchants energised
- Traffic management : +50,000 professional profiles reached
- YouTube web series : 133,631 views
- Facebook page creation : 2,428 qualified, engaged fans
- Website : 1,362 unique visitors, 12,217 page views
- Prize competition : 381 players, 24.82% conversion rate
- 56 pieces of press coverage
Our finest collaborations, told by the people who know them best
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Discover our projects and work through our client case studies
Discover all our case studies
How do you celebrate a brand anniversary alongside the trade? A campaign that celebrates the brand by talking about others
How do you turn a sales campaign into a must-attend event? When a sell-out campaign is fully embraced on the ground
How do you turn a loyalty programme into an engaging relationship lever? Convergence supports Socoda in modernising its B2B loyalty programme
How do you relaunch a range in an ultra-competitive market? Creating preference among tradespeople by turning a technical task into a source of pleasure.
How do you turn a technical brand into a strategic partner for architects? Showcasing expertise to create value and anchor the B2B relationship for the long term.
