Case Study: Knauf raises awareness of its wider product range with ifour

Knauf boosts email click-through rates 80% with ifour

Knauf, a leading multinational producer of gypsum-based building materials, faced the challenge of being known primarily for its plasterboard, which obscured its wider range of innovative products. The company hired vendor ifour to create an omnichannel campaign to raise awareness of its full product portfolio and shift purchasing habits among its audience of influencers, buyers, and decision-makers.

ifour implemented a creative campaign titled "Are you missing something?" which used a B2C aesthetic across press ads, paid search, social media, email, and a direct mailer to drive traffic to a campaign site. The solution successfully confronted customers with Knauf's other products. The results were showstopping, with email click-through rates 80% higher than the industry benchmark and a PPC campaign that was three times more effective than the standard. The campaign also won major design awards, including a Gold Muse Creative Award.

Knauf