While the building product category in which SureCav operates is niche, it has several competitors with longstanding track records and huge market penetration.

To shift perceptions, SureCav needed to make more media noise about its strengths and challenge the competition.The campaign needed to highlight the performance qualities of its flagship range, SureCav 25, to demonstrate it’s the best backing option currently available for cavity wall construction.

The Think Tank suggested a media relations campaign which focused on the problem-solving and sustainability benefits offered by SureCav.

The construction industry shutdown during the middle of the campaign prompted a strategic tweak, shifting the messaging to highlight how the brand had remained resilient and had, in fact, noticed an uptick in enquiries. This refreshed approach secured prominent inclusion in Tier One magazine Housing Today’s building products industry review, as well as multiple thought leadership opportunities on sustainable cavity wall construction.

The Think Tank exceeded expectations, securing 35 articles (25% over agreed KPI) including coverage in The Sunday Times, RIBA Journal, Housing Today and blanket coverage in the housebuilding and construction trade media.

With an estimated online reach of 25 million and print circulation of over one million, the campaign proved such a success that SureCav registered a 10% increase in sales and leads, reporting its most successful June and July on record.

Charlie Ayers, SureCav's Managing Director, said of the project: "We were relatively new to PR, and working with The Think Tank has been an education. They’re impressive with their consultative, considered approach and ability to quickly understand the product and get it in front of our audiences.

"Furthermore, the team’s assertiveness and creativity encouraged us to explore topics we had not previously considered, bringing the SureCav story to life and appealing to the evolving priorities of UK built environment professionals."