NZSIP Market Penetration Project
For the past 15 months, we have worked closely with NZSIP, immersing ourselves in the world of Structural Insulated Panels and the opportunities they present for the New Zealand housing market. It took us around six months to fully understand the scale of potential this product has, and the more we learned, the clearer it became that this was not just another building material, it was a game-changer.
From the outset, we recognised that NZSIP’s offering was a premium product, designed for those who prioritise health, sustainability, and environmental responsibility. We weren’t looking to appeal to the bottom end of the market, which has been hit hardest by recent economic challenges. Instead, we focused on reaching those who value high-performance homes, energy efficiency, and long-term durability, people who want to build smarter, not larger.
One of the key challenges we identified early on was the widespread misconception surrounding SIPs, both in the general market and within the construction industry itself. That’s why we developed the statement: 'Not all SIPs are created equal.' This simple yet powerful message became a cornerstone of our marketing approach, reinforcing the superior quality and performance of NZSIP products.
To establish credibility and social proof in a digital space, we implemented a strategic content plan designed to educate and engage the right audience. We overhauled the NZSIP homepage, ensuring it clearly communicated the benefits of the product while driving lead generation. Alongside this, we launched a Meta ad and Google ad campaign, capturing interest and enquiries from builders, architects, and homeowners looking for innovative solutions. Beyond the digital realm, we have attended events to gather content, showcase real-world applications, and reinforce NZSIP’s industry leadership.
Most recently, we launched a brand-new website focused on their kitset solutions, making it easier than ever for New Zealanders to explore and invest in the benefits of NZSIP homes. As we look ahead, our mission remains the same: to help more people discover how these homes can revolutionise the way we build in New Zealand.
The team at NZSIP is deeply committed to their vision for better homes across the country, and their passion for improving building standards is evident in every project they undertake. They are working collaboratively with an increasing number of businesses, removing barriers to entry and making sustainable, high-quality housing more accessible.
The results speak for themselves. Over the past 12 months, we have seen a significant increase in website sessions, particularly through organic search and direct traffic, reflecting the growing awareness of NZSIP’s brand and offering. Organic search sessions are up by 113%, while paid search continues to drive strong engagement despite a strategic shift in campaign focus. Social media has played a huge role in this growth, with organic social traffic increasing by an incredible 485%, demonstrating the impact of our targeted content strategy. Referral traffic has also seen a 127% boost, and video content is proving to be a major driver of interest, with a remarkable 1,885% increase in sessions. Meanwhile, email marketing efforts have resulted in a 17,100% surge in traffic, highlighting the power of a well-executed email strategy in converting leads.
As we move into 2025 and beyond, we are excited about what’s next for NZSIP. With plans to expand partnerships, further streamline customer access, and continue refining our marketing approach based on data-driven insights, the future looks bright. One thing is certain—our commitment to NZSIP remains unwavering. As a small marketing agency, we believe in exclusive, high-impact collaborations, and we have no interest in working with other SIP providers. This partnership is built on shared values, a commitment to excellence, and a vision for a more sustainable future. We can’t wait to see what’s ahead!
If you would like to find out more about how we can help your business increase your sales & enquiries GET IN TOUCH for a free 30 minute no obligation discovery session!
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