Vertic Launches Influencer Initiative in Collaboration with ROCKWOOL Group

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Strategic new model within influencer marketing, moving away from paid influencer sponsorship towards true influencer collaboration.

ModernLiving_global study insights

Investing in a unique global consumer insight study and subsequently co-creating compelling, authentic content with the influencers can spark conversations, actions and change behavior as the core means to driving impact.

As energy use in buildings could double by 2050, and an estimated 50%-90% of global energy savings can come from buildings, ROCKWOOL –the world leader in stone wool solutions – has today launched its #ModernLiving campaign to raise awareness of how their technology saves energy and works as an important element in enriching modern living. The campaign, created by Vertic, leverages a new model of influencer marketing.

“For ROCKWOOL, there is a larger issue at hand than just selling our products,” says Mirella Vitale, SVP Marketing, Communications and Public Affairs at ROCKWOOL. “Our products save energy and water and reduce CO2 emissions and, by releasing the natural power of stone, we can enrich modern living. We want to tell this story of sustainability to our various stakeholders and see Vertic’s entangled marketing business model for reaching them through influencers as innovative and potentially very effective.”

While typical influencer marketing programs are based on paying the individual for them to mention the brand or product, this campaign has a different take on the model. In the first instance, Vertic and ROCKWOOL researched consumer preferences and interests within the area of modern living, understanding topics and themes, and the language with which consumers discuss those themes. ROCKWOOL subsequently commissioned a series of unique content pieces about sustainability and energy savings, based on these findings, which would be sent to previously identified influencers from the research who truly valued the content rather than who were looking to ‘get paid’. Paid media was then spent in amplification of those influencers’ shares instead.

“Investing in a unique global consumer insight study and subsequently co-creating compelling, authentic content with the influencers can spark conversations, actions and change behavior as the core means to driving impact. The goal is to increase a longer-term entangled relationship between ROCKWOOL and their customers, and to do so, they need to earn the right to speak by first being relevant to their audience - a key to that is identifying and working with the right influencers,” says Sebastian Jespersen, CEO of Vertic. “We’re excited to be collaborating with ROCKWOOL, to help them entangle with their customers, and ultimately drive business impact.”

The campaign launch is part of a larger overarching digital transformation initiative that Vertic is spearheading with ROCKWOOL, leading a corporate redesign for their .com, redefining their customer experience programs and optimizing ongoing content in the area of sustainability.

About Vertic
Since Vertic's launch in 2002, we've been fiercely dedicated to developing digital solutions that help our Fortune 500 clients build their brands, provide superior customer experiences and generate tangible business results. Our approach is interdisciplinary, combining strategy, storytelling, creativity and interactive design. We're independently owned with offices in New York, Seattle, Copenhagen, and Singapore.

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Marwa Khalife
Vertic
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