human insights

 Jan Kelley

Some Background

ROCKWOOL is the world's leading supplier of stone wool insulation for residential and commercial use.

Services

Creative Strategy & Development; Digital Strategy, Design & Development; Search Marketing

Quick Brief

With a global rebrand underway, the client needed help changing ROXUL, their North American name, to ROCKWOOL.

Rockwool

What's in a name? Everything.

For almost 30 years, ROCKWOOL's North American division operated under the name ROXUL. Starting relatively unknown in the commercial and residential building industries, it quickly made a name for itself as "the better insulation." We were tasked with introducing the new brand and the "new to North America" ROCKWOOL name to an entire industry.

Hello. A simple yet powerful solution.

In a world that often complicates, going back to basics is refreshing. We developed a campaign that allowed ROXUL to re-introduce itself in the most human way possible – by simply saying hello. It was an approach that also fit nicely into their global shift from product-focused communications to putting people first.

The brand

We welcomed some impressive results.

From quick videos on Facebook and double-page spreads to effective search marketing, we used both traditional and non-traditional tactics to build a highly adaptable campaign. We leveraged ROCKWOOL's celebrity relationships and even partnered with a tech startup to ensure our message was shared with every visitor to the new ROCKWOOL website.

3.3

Million

Digital impressions

7+

Thousand

Clicks from rich media and social ads

25+

Thousand

Visitors to the campaign landing page