Powerful campaign concept for Knauf EASYPUTZ
DESIGN MESSENGER - “Lively, bright, strong in character”.- 3 min reading time
DESIGNBOTE – The Stuttgart-based company has been supporting Knauf Bauprodukte GmbH & Co KG since the end of last year. The agency is now presenting its first serve for the new customer with a powerful and authentic campaign concept for the highlight product line EASYPUTZ.
The Knauf brand has not been part of the customer portfolio of the brand agency Von Helden und Gestalten (VHUG for short) for a long time. After successful product positioning, the creatives are now presenting their first campaign concept for the highlight product line EASYPUTZ. The aim is to give EASYPUTZ a new, more modern face and to position it as a leading product in the competitive environment.
To this end, VHUG has developed a powerful and authentic campaign concept that impresses with a strong central idea, a lively, bright design and strong-character key visuals. The project also includes a campaign film, social media measures and the design and technical implementation of an EASYPUTZ landing page. In addition, the agency has developed a digital marketing concept to specifically address design-savvy DIY users as well as female and younger target groups. Strong characters are the focus of communication, presenting their personal lifestyle in a trendy way and representing individual EASYPUTZ Compact Colors. These are pre-dosed, highly concentrated, non-dusting granulated color pigments in ten shades to create natural color worlds. The motifs can be seen on Instagram, Facebook and Pinterest, among others, and the agency has also placed SEA, Google Display Ads and Native Ads via Outbrain.
“Together with VHUG, we were able to develop a targeted campaign for our highlight product line, which enables us to achieve impressive differentiation in the competitive environment.”
Marketing Manager Knauf Bauprodukte GmbH & Co. KG
“The new landing page and the revised social media presence have not only significantly increased the awareness of EASYPUTZ, but also generated a considerable response in the younger target group. The professionalism and friendly cooperation with the VHUG team were a decisive success factor throughout the entire project," says Fabian Zabel, Marketing Manager Knauf Bauprodukte GmbH
About Knauf Bauprodukte GmbH & Co. KG
Knauf Bauprodukte is the retail specialist within the Knauf Group and has established itself as a reliable partner in all relevant hardware stores in Germany. Their extensive range includes high-quality products for drywall construction, construction chemicals and plasters. This makes the company a leading provider of interior design products.
The family-owned company Knauf, headquartered in Iphofen, Lower Franconia, is one of the global market leaders in the areas of building materials and building systems. The company has employees at over 300 locations in more than 90 countries.
About VHUG:
The creative powerhouse from Stuttgart supports its customers, primarily from industry, in developing their full brand power. To do this, the team of around 70 develops emotional brand experiences and accompanies its clients from strategy and conception to design and creation - whether for brand development, employer branding, social media, transformation communication, classic campaigns or sales support. The agency's business is run by the two founders, Mirco Wüstholz and Verena Mayer. Customers include Mercedes Benz, Bauknecht, AMG, Bose and FEIN Tools.
This article originally appeared in the German design magazine DESIGNBOTE.
