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Knauf NBS

Transforming technical data
into a £44 million pipeline.

The challenge.

Knauf wanted to strengthen its position as the trusted choice for architects and specifiers. Research revealed a clear trend: customers were taking a digital-first approach to sourcing and specifying products, and many were already using NBS as their preferred platform.

They needed to showcase their full range of systems where specifiers were already looking, deliver richer, more transparent product data to support compliance and confidence, while aligning technical excellence with customer expectations in a digital environment.

The insight.

We expanded NBS listings with full fire-test data, BIM models, CCPI compliance and EPDs — setting a new industry benchmark for product transparency. Creating a clear proposition was also key, so we developed the campaign message – “Data you can trust on the platform you know” — a line that captured both reliability and accessibility.

The next step was to bring the campaign to life, using LinkedIn awareness and retargeting campaigns to announce the enhanced NBS listings, while running Google Ads to capture high-intent search traffic. A special focus was paid to internal preperation by updating sales decks and training teams on NBS specification support.

We utilised partnerships with a sponsored presence on NBS (Chorus login, solus emails, and Gold sponsorship of NBS Leaders’ Summit), and launched a High-Rise Design Guide linking directly to NBS for easy specification.

What they say

“Cite understood exactly what we were trying to achieve — clarity, credibility, and connection. This project showed what’s possible when our technical expertise and marketing work hand in hand.”

“By listening to our customers and meeting them on the platforms they already use, we’ve turned data transparency into a real commercial advantage.”

Mark Enderby, Specification Marketing Manager, Knauf UK&I

Results.

Within three months of launch, results were outstanding. Knauf now had a projected £44 million pipeline (50% conversion estimate) and category traffic had doubled, rising from 4.6% to 9.6% year-on-year. Their BIM model downloads were up 404%, with Gypsum Partition Systems up 1,044%, while engagement with the top 180 architectural practices doubled on NBS. All achieved from a £50k total investment.

By focusing on customer insight, content excellence, and integrated marketing, Knauf transformed its NBS presence into a lead-generating powerhouse — proving that trusted data drives real commercial results.