To run Rockwool social media, we had to dive deep into the building industry. Before, no one on the team knew anything about it, but now we can convey complex technical concepts to users and answer questions like experts.

People saved our post-it instructions and then used them to make renovations-isn't that a success?

Our eyes and hands were everywhere: we worked out negative comments on all social media, online stores and other platforms. We talked about the product and supported positive feedback, as well as defended the company's factories from comments about the negative impact on the environment.

Yes, bloggers can tell a great story about insulation too. In the second half of 2021 we ran a blogger campaign. We highlighted to a wide audience all the advantages of Rockwool stone wool: thermal insulation, sound insulation, incombustibility, resistance to water, environmental friendliness.

We cooperated with millionaire bloggers and micro-influencers. We agreed on publications with professional builders, lifestyle bloggers, home builders, interior designers, firefighters and even gamers.

Rockwool's social media engagement doubled and the number of followers increased by 25%. We reached an audience of 12.5 million people and received 134.000 reactions to the content.

We generated over 1,500 brand mentions, turned 400 negative comments into neutral tone, prevented 8 reputational crises, and received 300 positive reviews in online stores.

The blogger campaign had 38 integrations. Their reach was 2.2 million people, 15.500 clicks to the brand's website and 5.800 comments were received.