Knauf Golden Thread

The challenge.

Following the Grenfell tragedy, new measures were brought in under the new Building Safety Act 2022 that required many construction projects to adopt stringent new practices. The essence of this change was instituting what became known as the ‘golden thread’, to track and record every decision on a project, requiring a substantial readjustment. Through bespoke research we uncovered that this change was the cause of industry-wide confusion, which presented a clear opportunity to our client, Knauf, a major building industry supplier. By demonstrating how Knauf could help construction businesses manage this change, we were able to position them as a leading industry voice bringing much-needed clarity at a critical time.

To read more about why sales activation campaigns in absence of brand activity often fail to drive the desired results, take a look at this article about the 95:5 rule.

Knauf Planner Suite allows architects and specifiers to build out projects and create full specifications for their build projects and designs. It provide all the technical, safety and certifications required to meet their responsibilities under the ‘digital golden thread’.

The insight.

New legislation following the Grenfell tragedy and Hackitt Report requires all construction projects to have a digital ‘golden thread’, tracking specified products and systems through the entire build process. This is the biggest regulatory change in construction for over 50 years – yet there has been confusion and a lack of clarity around how to plan for this change and what it means for individuals and business along the chain of design through to build. For Knauf this provided an unmistakable opportunity: to take the lead as the competent, trusted partner that specifiers and contractors need as they navigate the change.

The creative.

Knauf’s Planner Suite is a digital design tool for architects and designers that not only allows them to create full specs but crucially, provides all the technical and safety information required to meet their responsibilities under the digital ‘golden thread’.

Perfect! So why didn’t we just promote Planner Suite?

Firstly, because that would go straight to the solution when much of the audience didn’t understand the problem. Secondly, because we’d only be talking to that 5% who are in the market right now (remember to take a look at the 95:5 rule). And thirdly because a longer, educational campaign allowed us to demonstrate genuine leadership and expertise, building trust in the Knauf brand among a much wider base.

Our campaign took a three-stage approach across 12 weeks. We began by doing a research piece with architects and contractors published as an industry survey. This outlined how serious an issue following the new legal framework is. Then followed with a thought leadership piece – a White Paper providing valuable insight with access to advice and support from Knauf. Finally, with the problem clearly defined and attention gained, we presented the benefits of Planner Suite as the much-needed solution.