Knauf, a global manufacturer of insulation was eager to launch Performance+® — a portfolio of Asthma & Allergy Friendly® certified insulation. As other commercial insulation brands contain harsh chemicals, like formaldehyde that impact air quality, this was a big opportunity for Knauf to differentiate itself from the competition.
Tell Your Story, in partnership with Fungi Media developed a comprehensive, multi-channel media strategy and launch program. A central focus of the campaign was generating awareness about the risk of indoor air pollution caused from building materials, and inspiring audiences to demand higher standards for healthier air quality.
In just under seven months, the campaign generated over 1,500 conversions and made 471,085 impressions. Combined social media impressions exceed 378,000, with over 22,000 web page views and 143,000 video views. Trade media impressions through public relations efforts exceeded 50,000. Overall, the campaign helped pave the way for Knauf to secure several high-profile accounts.
