Knauf has emerged victorious in the Best Social Media Campaign category for the Construction Marketing Awards for its light-hearted Facebook project which successfully grew Knauf’s online following.
The victory was announced at an opulent black tie ceremony in London in early December. Each year, the brightest minds in the construction marketing industry gather to find out who has conducted the most innovative and intriguing marketing and communications campaigns.
To win the CMA award, Knauf had to edge out four other highly competitive social media campaigns.
The Knauf Summer of Sport was created with the intention of driving likes and followers to the brand new Knauf Facebook group amongst contractors and plasterers. With a summer filled with major sporting events to capitalise on, the Summer of Sport tapped into public enthusiasm by creating whiteboard videos, as well as offering sport-related prizes.
The fun and innovative “whiteboard” videos referenced some of the summer’s major sporting events to demonstrate the performance benefits of several Knauf products. Viewers were then encouraged to like and share content in exchange for various prizes. This led to the rapid growth of the Knauf Facebook following and a huge increase of engagement in the channel.
Hundreds of special edition Knauf-branded tennis ball sets and footballs were sent out to participating followers of the Knauf Facebook page. Followers were also given several opportunities to win larger prizes including TVs and Fitbits.
Amrik Sanghera, Campaign Manager at Knauf was ecstatic with the Summer of Sport victory: “From the beginning of the campaign and throughout we decided to take a different approach to promoting our product in the Summer of Sport.
The result was a summer of highly engaging digital content which presented our unique and innovative product range in a concise and friendly manner to the target audience. It was a great moment to hear our name being read out as winners.
“We were overwhelmed by the positive response to the Summer of Sport campaign by the participants. It is great to see this enthusiasm is also reflected in the industry as well.”
Supported by the Chartered Institute of Marketing Construction Industry Group, the Construction Marketing Awards shortlist represents the cutting edge of marketing strategies and campaigns in the construction industry for the year.