Rockwool

7 STRENGTHS OF STONE:
TEST SERIES

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B2B Marketing Awards Golden Bee The Drum Awards Marketing Week Masters Awards B2 Awards Global ACE Awards
B2B Marketing Awards Golden Bee The Drum Awards Marketing Week Masters Awards B2 Awards Global ACE Awards
7 Strengths of Stone: Test Series

The Brief

Bring ROCKWOOL’s corporate 7 Strengths of Stone positioning to life through a series of videos to drive awareness, brand affinity and engagement.

7 Strengths of Stone: Test Series

The Truth

ROCKWOOL stone wool is a truly remarkable product. For our technical audience, seeing is believing. We simply needed to show the product in action in a way that would thrill, engage and excite.

7 Strengths of Stone: Test Series

The Idea

Filmed at the ROCKWOOL Innovation factory, with real employees we devised a series of extreme product demonstrations that dramatised the capabilities of stone wool and brought the company’s Danish heritage and focus on continuous R&D and innovation to life - with a touch of wit thrown in for good measure.

7 Strengths of Stone: Test Series

Results

  • 1.8m page engagements in 3 months with CTRs 717% above industry average
  • 5.5m Facebook impressions with 30.7% post engagement rate (1435% above industry average of 2%)
  • 326% increase in unique website visits + average visit up from 0.5 to 2.5 minutes (400% uplift)
  • CPVs reduced from €0.31 to €0.05 (520% improvement) – extending campaign reach
  • 29% video completion rate on videos 1.5 – 2 mins in length

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