Case Study: Knauf boosts awareness and drives adoption with Green Hat

Knauf reaches 3.2M with Green Hat

Knauf, a leading global manufacturer of building materials, faced the challenge of launching their innovative SHEETROCK® ONE plasterboard to the Australian residential construction sector. This required a significant behavioral shift from contractors who were accustomed to using different products for walls and ceilings. Partnering with their long-term B2B agency Green Hat, Knauf also aimed to raise awareness of their recent corporate rebrand.

Green Hat developed an omnichannel campaign using paid digital, industry media, and owned channels to build awareness and drive product adoption. The campaign was a success, effectively educating the market and raising brand awareness. For Green Hat, the campaign delivered over 3.2 million in total reach, 16.8 million impressions, and 17,000 engagements, with insights revealing TikTok and paid search as particularly effective channels.

Knauf