44.5k SOCIAL VIEWS
£0.01 SOCIAL CPV
To launch the UK’s first cement-free, ultra-low carbon concrete block. Specifically, WPR was tasked with introducing the product to the housebuilding and contracting sector.
We knew that the innovative Greenbloc could be a game-changer for the construction industry. By decreasing the carbon footprint of one of the industry’s core building products, it offers a clear path to a more sustainable future.
To focus effort and ensure the product was seen by the right people, we created a campaign to target the top 100 house builders and contractors. Using clear messaging to explain the positive impact Greenbloc could have in reducing CO2 in construction projects and the wider supply chain, we employed a multi-channel PR and social approach. We then developed optimised LinkedIn and YouTube content to reach target customers at multiple touchpoints.
The campaign generated significant industry interest, quickly achieving:
- 31 pieces of coverage in target industry titles, including Construction Manager, BMJ, Professional Builder’s Merchant and Envirotec
- 44.5k social views (benchmark 18k)
- £0.01 social cost per view (benchmark £0.10)
- Video completion rate 42% (benchmark 19%)
- 43k YouTube video views
- £0.01 YouTube cost per view
31pieces of coverage