The task: Strategic positioning and upgrading the online presence of the brand among the target groups in Bulgaria

ROCKWOOL Group is a Danish company that produces thermal wool insulation materials. The company has production factories on the territory of Europe, Asia and the United States.

As one of the leading companies in Europe in the field of innovative construction solutions, ROCKWOOL needed a partner to help them build the image of the brand in Bulgaria as well.

ROCKWOOL’s global policy has very clearly developed rules for communication channels in which the brand can be positioned. True to the principle of sustainable development, the company chooses communication channels that are as environmentally friendly as possible. In this sense, digital channels are an alternative that is in line with the brand’s goals.

In order to build the overall image of the brand, at Digital Marketing Group, together with the company’s headquarters experts, we have been working since the beginning of 2018 to update the brand’s communication policy. We achieves this through:

• Complete upgrading and redesign of the existing company website;
• Developing unique content for the needs of Bulgarian consumers;
• Maintain regular communication on social networks;
• Carry out digital campaigns to target the company’s priority target groups.

The campaigns:
“The Seventh Strengths of the Stone” was one of the first campaigns we have made. The goal was to introduce to the audience with the advantages of stone wool products. We have started with a general campaign that communicated the brand and its main advantages. Subsequently, we have built up mini-campaigns targeting specific target groups, such as people who are interested in sound insulation. We presented to them clear and specific products that are produced by ROCKWOOL, and their advantages.

The communication was accomplished by precisely targeting audiences through programmatic video advertising and display banners as well as Facebook and Instagram social media networks. The Google Display & Video360 platform programmatic advertising has enabled us more detailed and structured targeting of narrowly defined audiences to which individual messages have been targeted. The main principle of the campaign was through upgrading – broadcasting content to more general audience, then remarketing messages to users who had visited the website or interacted with the brand in other channels.

We have further developed the communication campaign with creating specialized articles upon the stone wool capabilities produced by ROCKWOOL. We published them on the website, shared them on the Facebook page of the company and distributed them to some of the professional magazines in the sector.

The campaign reached 4 500 000 unique users (about 80% of the active Internet audience in 2018). Emitted impressions were over 20 million and the number of clicks exceeded 25,000. As a result of the campaign and the hard work of the company’s sales department, ROCKWOOL filled their production capacities for Bulgaria 100% and even made it impossible to take more orders.