Task: Creation and increase of brand awareness for a ROCKWOOL product designed for a new specific market segment – insulation of flat solar roofs.

ROCKWOOL Group is the largest stone wool producer in the world with 47 factories and sales offices in over 100 countries around the world. The company has over 80 years of history and is positioned in the high market segment.

At the end of 2022, ROCKWOOL Bulgaria decided to promote and create greater market awareness of its product for the insulation of flat roofs, on which solar panels will be installed.

The specific requirements of contacting a specific B2B audience led us to focus on a message that was meaningful to them and to communicate through several appropriate channels for the campaign.

The slogan SOLAR ROOF NEEDS A SOLID FOUNDATION indicates the main benefit of the advertised product. The slogan is also supported by two additional messages that describe more precisely the benefits of the system.

The channels we chose for the campaign allow precise targeting of the target groups – architects, civil engineers, construction supervisors, craftsmen and others – display programmatic advertising, an appropriate mix of social media, search advertising and PR within an approved budget. The ROCKWOOL team also supported the campaign with the organization of a webinar for construction professionals. We actively promoted its second part and thus managed to further increase interest in the campaign.

We started with the technical work and the adaptation of a new landing page for the campaign to meet the specific needs of the campaign.

Search advertising – the challenge here was to select the right keywords and messages that would allow optimal use of the budget in this channel without creating internal competition with the company’s main Search campaigns.

Programmatic display advertising – we developed HTML5 banners in three sizes that found their place among the top 200 target sites and 100 apps, and the campaign video – on YouTube. We targeted priority target groups based on keywords and interests and a good accumulated base and information from previous campaigns allowed us to achieve excellent results. We used DV360 to create narrow audiences, well covering our target groups without losing focus in the campaign, optimizing media costs.

From social media, we chose to use both Meta’s platforms, Facebook/Instagram, as well as the more professionally focused LinkedIn. Carefully selected texts for the main advertising message, as well as rotation of ads, allowed us to achieve the set goals without overloading and boring the audiences with the same content.

Additionally, to saturate the advertising message, we relied on PR publications in specialized media.

The results of the campaign were more than excellent. Especially with the narrow target group and the relatively limited market of the communicated product. The campaign achieved a total of over 56,000 clicks and more than 29 million impressions across its various channels, including an excellent CPC on LinkedIn.

As a result, it was decided to renew the campaign in 2023 with new visions, additional webinars, programmatic and social media advertising. We expanded audiences with more broadly targeted ads and PR to flat roof building owners. We optimized the new campaign as much as possible in relation to the achieved results and the accumulated information from the previous one.