Speedpanel A2® Glass Campaign – Small Scale, Meaningful Impact

A low-budget, quick-turnaround campaign sees success for Speedpanel.

Challenge

Innovating in an often overlooked area of building facades— the spandrel zone— Speedpanel developed a patent-pending glass-faced product, which needed a distinct push into the marketplace. This campaign, however, was created with two key constraints – budget and time. Centred around maximum value and efficiency, the campaign made use of the year’s remaining marketing budget and time.

With this in mind, we aimed to:

Deliver a low-cost campaign, completing all work in-house.
Turn around campaign in the remaining five months of retained agreement.
Raise awareness of Speedpanel A2® Glass amongst architects and specifiers – growing monthly website users visiting the product page by 20% and bringing search results into the top five Google search pages for relevant terms – from a starting point of page 12.

Solution

Given our goals and constraints, we planned a series of deliverables built on one another, driving value and connectedness amongst brand assets, drawing specifiers and architects into the product and the wider brand.

We created:

Social media content in a three-part repeatable social series.
A blog piece hosted on their website.
A blog-derived thought leadership LinkedIn article, posted by their Director.
A case study of Speedpanel A2® Glass in action hosted on their website.
A press release to announce their patent application for Speedpanel A2® Glass.

Results

For a small budget, completed in a five-month timeframe, we saw the Speedpanel brand grow significantly in the product space – with outcomes including:

120% increase in visitors to the product page.
Reaching page three on Google for relevant search terms.
50% increase in technical product document downloads.
A distinct branded identity for visual assets, establishing Speedpanel as recognisable and familiar for future efforts.

We focused our efforts on delivering a selection of digital outputs that we could push to the target audience both broadly and directly, that was evergreen for use in the future.

The Speedpanel Glass Campaign exemplifies the fact that small-scale creative PR and marketing strategies can have just as much as impact as a big budget campaign, providing it is carefully targeted and interconnected.