CCF – We Never Stop Thinking About Insulation

The Challenge

To tackle CCF’s ongoing positioning problems – with key customers viewing its insulation range as limited compared to SIG Insulation (in reality CCF, part of the Travis Perkins Group, is actually the UK’s largest distributor of insulation products).

 

The Idea

We positioned CCF as a real player in the supply of insulation, owning ‘advice’ in the sector – creating and pushing content via newsletters, a blog, paid social and a highly targeted LinkedIn brand management and prospecting campaign.

 

The Results

  • During the brief campaign period, we delivered 35 cuttings across key tier-one titles, against a target of 20
  • We secured 12 editor briefings at Ecobuild, against a target of five
  • More than 80 leads were captured via LinkedIn Sales Navigator and passed on to the sales team
  • Crucially, we delivered a 37% increase in insulation sales during the campaign period
  • There was also a 19% increase in sales from current customers who had never previously bought insulation, and a 23% increase in over-the-counter sales in branch

 

The Awards

  • Fresh Awards
    • Freshest B2B or Trade Campaign (gold)