CASE
STUDY
Social Media Marketing
LinkedIn Marketing
LinkedIn Marketing Success for Knauf Ceiling Solutions
Driving Brand Awareness and Lead Generation for B2B Companies Across 3 Continents
Executive Summary
Knauf Ceiling Solutions Group Overview
Knauf Ceiling Solutions is a global leader in building materials and construction systems, operating in over 90 countries with over 300 production sites. The company is synonymous with innovation, quality, and sustainability, offering a comprehensive range of products including drywall systems, ceiling solutions, and insulation materials.
This case study highlights how we, at Social Station Agency, helped Knauf Ceiling Solutions leverage LinkedIn to enhance its presence across the Middle East and Africa. We implemented tailored strategies for the UK & Ireland, NW Africa, SE Africa, and MENA regions. The goal was to strengthen brand visibility, engage key stakeholders using LinkedIn, and showcase their commitment to sustainable and efficient construction.
Challenges
Visibility & Engagement
Low brand visibility and engagement on LinkedIn in specific regions.
Awareness & Offerings
Limited public awareness of Knauf Ceiling Solutions' innovative product offerings.
Competition & Market
Increasing competition from other established players in the B2B market.
Solution
Strategy & Practices
A robust social media strategy tailored to each region's unique market needs, with an emphasis on LinkedIn marketing.
Content & SEO
Engaging, SEO-optimised LinkedIn content focusing on Knauf Ceiling Solutions' expertise in sustainability and acoustics, designed to resonate with their target audience.
Community & Campaigns
Proactive community management and targeted LinkedIn campaigns to foster engagement and generate leads.
Key outcomes
Impressions & Engagement
Increased LinkedIn impressions and engagement rates across targeted regions.
Positioning & Leadership
Enhanced positioning as a leader in sustainable building solutions.
Relationships & Stakeholders
Strengthened relationships with key stakeholders: architects, interior designers, and contractors through effective LinkedIn engagement.
Challenges
Visibility & Engagement
Low brand visibility and engagement on LinkedIn in specific regions.
Awareness & Offerings
Limited public awareness of Knauf Ceiling Solutions' innovative product offerings.
Competition & Market
Increasing competition from other established players in the B2B market.
Solution
Strategy & Practices
A robust social media strategy tailored to each region's unique market needs, with an emphasis on LinkedIn marketing.
Content & SEO
Engaging, SEO-optimised LinkedIn content focusing on Knauf Ceiling Solutions' expertise in sustainability and acoustics, designed to resonate with their target audience.
Community & Campaigns
Proactive community management and targeted LinkedIn campaigns to foster engagement and generate leads.
Key outcomes
Impressions & Engagement
Increased LinkedIn impressions and engagement rates across targeted regions.
Positioning & Leadership
Enhanced positioning as a leader in sustainable building solutions.
Relationships & Stakeholders
Strengthened relationships with key stakeholders: architects, interior designers, and contractors through effective LinkedIn engagement.
About Knauf Ceiling Solutions
Knauf Ceiling Solutions is a global manufacturer renowned for its innovation, sustainability, and quality in the building materials industry. Their product range includes drywall systems, ceiling solutions, and insulation materials designed for efficient and sustainable construction projects. Operating in diverse regions such as the Middle East and Africa, Knauf Ceiling Solutions sought to connect with industry stakeholders via LinkedIn, a pivotal platform for B2B marketing and lead generation.
Knauf Ceiling Solutions Audience
- Architects and Designers: Seeking advanced materials to achieve functional and aesthetic goals.
- Contractors and Builders: Interested in durable, cost-efficient, and high-performance solutions.
- Corporates and Organisations: Focusing on sustainable practices and compliance with environmental standards.
What Makes Knauf Ceiling Solutions Unique?
- Innovation at the Core: Combines cutting-edge technology with sustainability to create impactful building solutions
- Global Reach with Regional Expertise: Operates in over 90 countries, addressing both local and international market needs.
- Customised Solutions: Tailors offerings to meet the specific requirements of diverse clients and industries.
Why Knauf Ceiling Solutions’ Online Presence Matters?
- Showcasing Expertise: Their LinkedIn presence serves as a digital hub, highlighting key products, solutions, and achievements.
- Engaging Stakeholders: Provides a platform for interaction, collaboration, and thought leadership.
- Driving Growth: An optimised, region-specific social media strategy amplifies their influence and generates high-quality leads on a global scale.
The LinkedIn Marketing Challenge
Knauf Ceiling Solutions faced several challenges in leveraging LinkedIn effectively for B2B lead generation:
- Low Visibility: Limited regional presence on LinkedIn, making it difficult to reach their target audience of architects, contractors, and other key decision-makers.
- Audience Engagement: Minimal interaction with key stakeholders, hindering their ability to build relationships and establish thought leadership within the industry.
- Competitor Advantage: Strong competition from established players with advanced LinkedIn strategies already in place.
- Content Gaps: A lack of optimised LinkedIn content that reflected regional priorities such as sustainability and acoustic solutions.
Objectives
The objectives for Knauf Ceiling Solutions’ LinkedIn strategy included:
Boost Visibility
Increase LinkedIn impressions and reach among professionals in the Middle East and Africa.
Drive Engagement
Foster meaningful interactions with architects, interior designers, contractors, and developers on LinkedIn.
Generate Leads
Attract and nurture high-quality leads from construction and design industries through targeted LinkedIn campaigns and engaging content.
Showcase Expertise
Position Knauf Ceiling Solutions as a market leader in sustainability and innovative building solutions.
Tailor Regional Strategies
Develop customised LinkedIn campaigns to address unique market needs in UK & Ireland, NW Africa, SE Africa, and the Middle East.
THE Process
The foundation of Knauf Ceiling Solutions’ LinkedIn transformation began with an in-depth research and analysis phase designed to identify opportunities and refine strategies:
SWOT Analysis
Understanding Knauf Ceiling Solutions’s Position in the Market
To ensure a comprehensive and effective strategy, a SWOT analysis was conducted to assess Knauf Ceiling Solutions’s current market position and identify areas for growth and improvement.
Points of Strength
- Specialisation in the ceiling field
- Products available in Uk & Ireland
- The combination with Armstrong
- Varied Product lines
- New products regularly
- Technical support
Points of Weakness
- Poor presence on Social Media Platforms
- No public awareness of some products
Opportunities
- Opening up to new markets
- Dominating the local ceiling market
Threats
- Companies with better social media presence can reach your clients
Points of Strength
- Specialisation in the ceiling field
- Products available in North West Africa
- The combination with Armstrong
- Varied Product lines
- New products regularly
- High quality technical specifications
Points of Weakness
- Poor presence on Social Media Platforms
- No public awareness of some products
Opportunities
- Opening up to new markets
- Dominating the local ceiling market
Threats
- Companies with better social media presence can reach your clients
Points of Strength
- Specialisation in the ceiling field
- Products available in South Africa
- The combination with Armstrong
- Varied Product lines
- New products regularly
Points of Weakness
- Poor presence on Social Media Platforms
- No public awareness of some products
- Market is relatively new
- People don’t care much for technical specification
Opportunities
- Opening up to new markets
- Competing with market dominant (OWA) the local ceiling market
Threats
- Companies with better social media presence can reach your clients
Points of Strength
- Specialisation in the ceiling field
- Products available in all MENA region
- The combination with Armstrong
- Lots of products
Points of Weakness
- Poor presence on Social Media Platforms
Opportunities
- Opening up to new markets
- Dominating the ceiling market
Threats
- Companies with better social media presence can reach your clients
LinkedIn Audit
A comprehensive audit was conducted to assess Knauf Ceiling Solutions’ current LinkedIn presence. This involved evaluating metrics such as post engagement, follower demographics, and content performance to pinpoint areas for improvement.
Competitor Analysis
An analysis of industry leaders was conducted to benchmark best practices in B2B LinkedIn marketing. The insights gained from this analysis provided valuable information on content formats, engagement strategies, and campaign effectiveness, serving as a roadmap for Knauf Ceiling Solutions improvements.
Audience Persona Development
Detailed personas were created to define the needs and behaviours of key stakeholders. This research laid the groundwork for a data-driven LinkedIn marketing strategy tailored to Knauf Ceiling Solutions’s target audiences and regional priorities.
-
Architects
: Prioritising innovative and sustainable solutions. -
Interior Designers
: Seeking aesthetic and acoustically advanced designs. -
Contractors
: Focusing on durable and cost-efficient construction materials. -
Developers
: Looking for scalable, high-performance solutions.
A well-structured strategy was developed to align Knauf Ceiling Solutions’s LinkedIn goals with measurable outcomes and regional market needs: This strategic approach ensured that all LinkedIn efforts were focused, measurable, and aligned with both regional priorities and Knauf Ceiling Solutions’s overarching business objectives.
Defined KPIs
Measurable key performance indicators (KPIs) were established to track the success of the LinkedIn campaigns. These included:
-
Visibility
: Metrics such as impressions and reach to monitor brand awareness. -
Engagement
: Interaction rates such as clicks, shares, and comments to gauge audience interest. -
Lead Generation
: Conversion metrics tracking inquiries and traffic driven to Knauf Ceiling Solutions's website.
Region-Specific Marketing Plans
Customised LinkedIn strategies were created for the UK & Ireland, NW Africa, SE Africa, and the Middle East to address unique cultural and business dynamics. These plans emphasised Knauf Ceiling Solutions’s expertise in sustainability, acoustics, and fire safety to resonate with local stakeholders.
Integration of Global Values
The strategies seamlessly incorporated Knauf Ceiling Solutions's commitment to sustainability and innovation, ensuring alignment with their global branding. Posts highlighted their advanced building solutions and environmentally friendly practices, positioning Knauf Ceiling Solutions as a trusted leader in the construction industry.
Engaging and visually appealing content was at the heart of Knauf Ceiling Solutions’s LinkedIn strategy. The focus was creating SEO-optimised posts and multimedia assets to maximise visibility and engagement with their target audience. Knauf Ceiling Solutions’ content effectively communicated their expertise by combining informative text with dynamic visuals, resonating with their target audience and encouraging interaction.
Showcasing Expertise Through Detailed Posts
- Highlighted successful regional projects, showcasing Knauf Ceiling Solutions’ expertise in sustainable and acoustically advanced solutions.
- Shared industry insights to position Knauf Ceiling Solutions as a thought leader, offering valuable information on trends, challenges, and best practices in the construction sector.
- Designed posts to attract LinkedIn users interested in thought leadership within the construction industry.
Maximising Reach
Keywords and Hashtag Strategies
To ensure Knauf Ceiling Solutions’s content reached its full potential across all platforms, Social Station implemented a dual strategy:
Keyword Optimisation
- Conducted in-depth research to identify relevant terms aligned with Knauf Ceiling Solutions’s expertise.
- Strategically integrated keywords into content to enhance search engine rankings and organic visibility.
Strategic Hashtag Frameworks
A structured approach to hashtag usage was developed, categorising hashtags by brand, location, services, product, general, and industry general to enhance discoverability, engagement, and community building.
Performance Analysis of Hashtags
Analysed key metrics such as hashtag popularity, unique posts, reach, and average likes.
Identified top-performing, niche, and trending hashtags to:
- Increase visibility.
- Drive audience engagement.
- Build stronger brand awareness.
Analysing Hashtag Key Metrics
Hashtag popularity, unique posts, reach, and average likes were assessed to curate a selection designed to:
- Increase visibility
- Drive engagement
- Build brand awareness
- Multimedia Content
- Developed high-quality videos demonstrating product features, and project outcomes. These videos helped simplify complex concepts and captured the attention of viewers on the LinkedIn platform.
- Designed posts to visually represent key benefits such as fire resistance, acoustic performance, and sustainability. These were highly shareable and easy to understand, enhancing engagement with Knauf Ceiling Solutions's LinkedIn content.
Proactive stakeholder engagement was central to Knauf Ceiling Solutions’s LinkedIn marketing strategy. Efforts focused on fostering meaningful interactions and creating a sense of community among their audience, increasing LinkedIn engagement, and driving meaningful results. By encouraging two-way communication and offering interactive experiences, Knauf Ceiling Solutions deepened their connection with followers, building stronger relationships with key stakeholders.
Responsive Communication
- Comments and direct messages were promptly addressed to establish trust and credibility.
- Detailed responses were provided to technical questions about products and solutions, showcasing Knauf Ceiling Solutions's expertise and commitment to customer engagement.
Interactive Content
Shared polls to gather audience opinions on industry trends, sparking conversations and increasing engagement on the LinkedIn platform.
- Comprehensive Tracking: Utilised tools to monitor campaign performance. Metrics such as impressions, engagement rates, and lead conversions were analysed to measure success and identify areas for improvement.
- Detailed Reporting: Delivered monthly performance reports with actionable insights. These reports highlighted audience trends, content engagement levels, and campaign effectiveness, enabling data-driven decision-making.
- Optimisation: Based on performance data, campaigns were refined to enhance outcomes. Adjustments included updating content, refining audience targeting, and reallocating resources to high-performing areas.
Project Management Methodology
At Social Station, efficiency, transparency, and collaboration are prioritised by adhering to the Agile methodology. This iterative and flexible approach ensures adaptability and continuous improvement throughout every stage of projects. Nifty, the ultimate project management platform, is utilised to streamline workflows, enhance communication, and maintain seamless execution from start to finish.
Nifty for Smarter Project Management
Nifty enables us to centralise project planning, communication, and execution, making it a vital tool in our methodology. Key benefits include:
- Streamlined Workflows: Tasks are organised, milestones are set, and progress is tracked effortlessly.
- Real-Time Collaboration: Team members and stakeholders stay informed and connected through instant updates.
- Time Management: Efficient scheduling and prioritisation ensure timely delivery of all project milestones.
- Progress Transparency: Customisable dashboards provide clear visibility into the project's status, fostering accountability and trust.
Key Outcomes
The implementation of Knauf Ceiling Solutions’s LinkedIn strategy delivered measurable improvements across all key performance indicators, reinforcing their brand presence and engagement with stakeholders in the UK & Ireland, the Middle East and Africa.
- Increased Followers: Achieved a 1251.85% growth in LinkedIn followers across the targeted regions, expanding their network and reach within the industry.
- Enhanced Engagement Rates: Boosted average engagement rates by 7020%, reflecting the relevance and appeal of the content to their target audience on LinkedIn. Posts featuring case studies and regional projects performed particularly well, generating high levels of interaction.
- Expanded Content Reach:Increased content impressions by 21850%, with targeted LinkedIn campaigns amplifying visibility among key audiences.
- Lead Generation: Generated high-quality leads through paid and organic LinkedIn campaigns.
- Audience Feedback: Positive feedback from stakeholders highlighted the value of informative posts, multimedia assets, and case studies in showcasing Knauf's expertise and thought leadership.
Increased Followers
Achieved a 1251.85% growth in LinkedIn followers across the targeted regions, expanding their network and reach within the industry.
Enhanced Engagement Rates
Boosted average engagement rates by 7020%, reflecting the relevance and appeal of the content to their target audience on LinkedIn. Posts featuring case studies and regional projects performed particularly well, generating high levels of interaction.
Expanded Content Reach
Increased content impressions by 21850%, with targeted LinkedIn campaigns amplifying visibility among key audiences.
Lead Generation
Generated high-quality leads through paid and organic LinkedIn campaigns.
Audience Feedback
Positive feedback from stakeholders highlighted the value of informative posts, multimedia assets, and case studies in showcasing Knauf's expertise and thought leadership.
Examples of Achievement in Numbers
Ongoing Process
THINK BIGGER ORGANIC CAMPAIGN
A Unified Global Campaign
Social Station supported Knauf Ceiling Solutions in their global initiative, THINK BIGGER, a collaborative campaign that united agencies worldwide to achieve Knauf Ceiling Solutions's global goals. This three-stage campaign was designed to create a lasting impact through synchronised efforts across the globe.
Pre-Launch
The foundation was laid by building anticipation and preparing the audience for the campaign.
Key Activities:
Internal presentations to Marketing Champions and Leadership Teams.
Release of the "Think Bigger Campaign Introduction" video and "Why Think Bigger?" animation video on Yammer.
Distribution of a digital leaflet and Think Bigger-branded e-signatures.
Launch of teaser materials, including:
- Online banners and event invites on the Knauf Ceiling Solutions website.
- Social media teaser posts (LinkedIn, Instagram, Facebook, Twitter).
- Save-the-date posts for event registration reminders.
- Email newsletters to nurture audience interest and engagement.
Launch
A live-streamed event brought the campaign to life, showcasing Knauf Ceiling Solutions’s vision and goals globally.
The Think Bigger Launch Event was streamed across platforms to engage stakeholders and audiences worldwide.
A compelling launch video was introduced to captivate audiences and reinforce the campaign’s core ethos.
Post-Launch
The focus shifted to sustaining momentum and reinforcing the campaign’s message.
Key Activities:
Launch blog posts like "Ethos of Think Bigger," on the Knauf Ceiling Solutions website.
Animation and social posts on platforms such as LinkedIn, Instagram, Facebook, and Twitter.
Ongoing Support
Recognising the need to provide additional value and ensure long-term growth, Social Station recommended expanding Knauf Ceiling Solutions’s presence beyond LinkedIn. By leveraging Social Station’s expertise, a strategic multiplatform approach was proposed to further enhance their visibility and engagement for Knauf Ceiling Solutions in the Middle East.
Social Station analysis revealed that competitors were actively leveraging platforms such as Instagram, Facebook, and YouTube to engage wider audiences.
How Competitors Are Gaining The Edge
Competitors Social Media Accounts
Competitors Social Media Accounts (2)
Engagement Comparison
Strategic Benefits of Multiplatform Growth
- Reaching New Audiences: Platforms like Instagram and YouTube are ideal for visually driven audiences, such as architects and interior designers.
- Showcasing Projects: Facebook and Instagram provide engaging spaces to highlight Knauf's regional projects and product aesthetics.
- Community Building:Facebook allows for deeper community building through group discussions and project highlights.
- Educational Content:YouTube is a powerful platform for hosting tutorials, case studies, and product demos.
Proposed Actions
Social Station recommended a strategic expansion to platforms like Instagram, Facebook, YouTube, and Twitter, each tailored to specific audience needs and content formats. This multiplatform strategy would allow Knauf Ceiling Solutions to:
- Share visually compelling content.
- Engage different audience segments.
- Build stronger brand awareness.
- Position themselves as a thought leader across the industry.
- Content Localisation:Social media in Arabic that targets MENA region in their native language as well as the Arabic version of the regional website.
To enhance Knauf Ceiling Solutions’s digital presence and support its regional LinkedIn strategy, the Google Business Profile (GBP) for Knauf Ceiling Solutions Middle East was optimised with updated details and improved content. This effort aimed to increase discoverability, improve customer engagement, and drive traffic to the website.
Performance Metrics
Overall Content Ranking Score: 82%
Page Views Since Launch
Social Station played a pivotal role in supporting Knauf Ceiling Solutions at major industry events, ensuring maximum visibility and impact:
Big 5 Global: Construction’s Global Marketplace
The Big 5 Global flagship event brought together companies showcasing innovative products and sustainable solutions across the construction industry. Social Station ensured Knauf Ceiling Solutions's presence was impactful and aligned with the event's objectives.
Everything Architecture Event
A specialised segment of the Big 5 Global, the Everything Architecture Event, held at the Dubai World Trade Centre (DWTC) in Dubai, targets architects and designers. It is the only exclusive gathering for the architecture and design community in the Middle East.
Curated by experts, Everything Architecture is specifically for architects, interior designers, specifiers, and property developers, offering a range of innovative products, materials, and services for projects.
Social Station supported Knauf Ceiling Solutions in maximising their presence at this event by providing end-to-end support, including:
- Pre-Event Marketing: Delivered strategic advice and promotional materials to build anticipation.
- Onsite Marketing: Captured client feedback, testimonials, and event images to create engaging content.
- Post-Event Marketing:Shared highlights, audience feedback, and visuals across LinkedIn to maintain momentum and strengthen brand engagement.
Pre-Event Marketing
Delivered strategic advice and promotional materials to build anticipation.
Onsite Marketing
Captured client feedback, testimonials, and event images to create engaging content.
Post-Event Marketing
Shared highlights, audience feedback, and visuals across LinkedIn to maintain momentum and strengthen brand engagement.
Success Through Our Clients’ Eyes
“Social Station’s creativity and dedication in crafting social media content aligned perfectly with our brand. The outstanding results exceeded our expectations. From engaging content to meaningful interactions, their commitment to excellence, proactive communication, and adaptability made collaboration seamless and enjoyable.”
Carl Bezuidenhoudt
Specification Manager - Knauf Ceiling Solutions
Key Findings
Knauf Ceiling Solutions's LinkedIn strategy reinforced the importance of tailoring social media approaches to address cultural differences and regional market dynamics. Key takeaways from the campaign include:
Customisation Drives Engagement
Adapting content to reflect cultural nuances significantly improved audience resonance.
Localised Strategies are Essential
Each region had distinct needs and preferences, requiring unique LinkedIn strategies to effectively engage the target audience.
Visual Content Increases Impact
Multimedia assets, such as videos and infographics, were universally effective in enhancing engagement on LinkedIn.
Flexibility and Responsiveness Lead to Success
Regular monitoring and real-time adjustments ensured the LinkedIn strategy stayed relevant and continued to drive meaningful results.
Cultural Sensitivity Builds Trust
Respecting cultural norms and values was critical to maintaining a professional and positive brand image on the LinkedIn platform.
Customisation Drives Engagement
Delivered strategic advice and promotional materials to build anticipation.
Localised Strategies are Essential
Each region had distinct needs and preferences, requiring unique LinkedIn strategies to effectively engage the target audience.
Visual Content Increases Impact
Multimedia assets, such as videos and infographics, were universally effective in enhancing engagement on LinkedIn.
Flexibility and Responsiveness Lead to Success
Regular monitoring and real-time adjustments ensured the LinkedIn strategy stayed relevant and continued to drive meaningful results.
Cultural Sensitivity Builds Trust
Respecting cultural norms and values was critical to maintaining a professional and positive brand image on the LinkedIn platform.
Ready to enhance your LinkedIn presence?
Social Station Digital Marketing Agency specialises in LinkedIn marketing strategies tailored to your business goals.
Contact us today to discover how we can help you generate leads, boost engagement, and achieve measurable results on LinkedIn.
Knauf Ceiling Solutions’s LinkedIn success story showcases the impact of a data-driven, audience-focused approach. By utilising targeted content and engagement, they achieved significant growth in brand visibility and lead generation, demonstrating how a strategic LinkedIn presence can benefit B2B businesses.
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