Baumit UK

Who they are

Baumit International was founded in 1988 and is one of Europe's leading manufacturers of building materials.

For more than 25 years, Baumit has been creating healthy living and environmentally-friendly solutions for indoor air, comfortable living and improved energy efficiency.

Baumit has been promoting the importance of healthy living for more than 25 years and has launched numerous innovative products in the market in this field. It is also the founder of the Baumit Life Challenge, a biennial celebration, honouring the most exceptional façades across Europe.

What we do for them

Baumit UK approached us for help in raising awareness of breathable external wall insulation (EWI) with homeowners and specifiers.

Our approach was based on researching awareness of EWI with homeowners (currently 4%) and then devising a PR strategy which would increase this in line with the client’s expectations.

Although 4% current awareness is encouraging and demonstrates that energy efficiency is a major consideration for homeowners, there is still some way to go in the ‘Fabric First’ mindset with homeowners and specifiers.

We guided the client to Ipsos in order to carry out this research because it gave us an understanding of current awareness levels around EWI. Baumit will now be commissioning an annual survey to track awareness of EWI and sentiment of homeowners when it comes to improvements.

Achieving the ambitious target of raising awareness of EWI involves our team writing press releases, though leadership articles and case studies. Our understanding of the construction sector, combined with strong media contacts, means we are confident of delivering results through our PR strategy.

Results

It’s early days but we have already generated some impressive media coverage for Baumit including a three page article in Architectural Technologist Journal (Issue 149, Spring 2024).

The articles we write are focused on making sure we get across the benefits of EWI and breathability, whilst making sure specifiers understand that Baumit helps create beautiful buildings.

We have also secured a step by step article on Professional Builder, a great way of informing contractors about the benefits of external wall insulation, plus have a number of other thought leadership feature articles in the pipeline!