Helping British Gypsum launch a new fast-setting plaster to meet customer demand and further enhance their reputation as market leaders and innovators.
Service:
The Challenge
As a leader in the construction industry, British Gypsum’s products are seen as the gold standard for plastering and drylining. This means that every product launch comes with very high expectations.
British Gypsum’s ThistlePro FastSet Finish plaster is unique to the industry, setting 50% faster than standard plaster to help installers finish their work quicker, get more done in a day and earn more money. We were tasked with developing a through-the-line launch campaign.
There were three parts to the challenge: we needed to announce the launch of the product, drive awareness of the benefits and continue to create and develop the loyal customer base that British Gypsum has earned over the years.
The Solution
Our solution came in the shape of the “Ready, Fastset, Go!” campaign; a visually impactful concept designed to cut through and deliver recall with our target audience. We shot the campaign and worked on developing cross-channel assets to be used in nationwide print and geo-targeting campaigns, as well as social, search and a six-week radio campaign on TalkSport.
We developed, wrote and distributed social media content across British Gypsum’s chosen platforms; LinkedIn, Facebook, Twitter and Instagram. The content was delivered through a combination of paid activity and strategic placements, including targeting plasterers on a national and regional basis.
We created artwork to support these posts and demonstrate the benefits of ThistlePro FastSet Finish, driving users to their website to find their nearest stockist. We also trialled geographical campaigns tailored to the user’s location, and video testimonials were used to provide further promotion across social media.
Public Relations
To support the launch, we created a tailored news release which was sold into the trade media, achieving 16 pieces of print and online coverage in key sector titles with a combined reach of 228,767.
To improve customers’ understanding of the product and best practice for its application, an advertorial was drafted, entitled 'When Speed is of the Essence', based on survey data from questions answered by Certified Plasterers. The 600-word feature was carried in Professional Builder magazine (131,000 reach) with links to the FastSet Finish landing page.
Continuing our work with Professional Builder, an authentic review was commissioned, working with an experienced plasterer comparing FastSet Finish with Thistle MultiFinish. Filmed at the Build Better Academy, the video included an in-depth interview with an Academy expert providing technical advice. The review provided a YouTube video, social content for Facebook and an Instagram story, and a bespoke email. It was also included in the magazine’s newsletter.
Further activity included an editorial opportunity to be involved in a Boards and Plasters feature. We provided an article entitled 'Making Fast Work Of It', again using the survey of Certified Plasterers.
The Outcome
The announcement of the product’s launch was a huge success. We ran three phases of campaign activity over an 18-month period, driving over 2.5 million impressions and 16,000 landing page clicks. We also generated a clear uplift in stockist searches to assist users in finding the new product.
We also received awards recognition! The first phase of the campaign was shortlisted for Best Product Launch and Best Low-Budget Campaign at the Construction Marketing Awards 2022. The third phase of the campaign was 'Highly Commended' in the Best Campaign Targeting Skilled Trades category at the Construction Marketing Awards 2024.
"The FastSet Finish campaign was simple, straightforward and effective. It was an engaging campaign that cut straight to our core audience for this product range and ensured they understood the performance benefits, and importantly where to purchase. The phased delivery approach ensured we reached the right people at the right time, and could measure, monitor and track results through to conversion – always a challenge for any marketing team."
Rachel Kelly - Head of Brand, British Gypsum
The stats
1,633,882
Total paid social impressions
13,555
Link clicks from social activity
1,085,364
Google Ads & YouTube Ads impressions
2,941
Clicks from paid Google activity
131,000
People reached through Professional Builder advertorial
The Team
Katie Smith
Senior Social Media and Content Manager
Katie Westwood
Senior Planner
Chelsie Byrne
Senior Account Director
Holly Hickey
PR Account Director