Building authentic, engaging and exclusive content, leveraging pros in the know. Birchall & Associates understands that resonating with an audience, particularly with an audience of industry professionals, requires some serious authenticity. The information and content that building industry professionals value requires the brand to showcase its expertise, while amplifying its reputation as building industry leader and innovator, a leading provider of high-performance solutions that can contribute to sustainable communities, and as a go-to source for value-added technical and building science support services. In conjunction with ROCKWOOL, Birchall & Associates sought to build a community of like-minded builders, providing access to a breadth of experience, knowledge, and resources, featuring real-world projects, roundtables, blog content, articles, a resource and video library, and more. Birchall worked directly with the brand to engage authentic builder-influencers who are serious about their craft and who are industry leaders in their own right. Deeply invested in industry knowledge itself, Birchall managed relationships and content creation to provide a seamless end-to-end influencer and content program that supports brand objectives and deepens engagement of one of its primary audiences, while bolstering trust, awareness, and education around ROCKWOOL solutions against the backdrop of real- world projects and applications.  The results: increased traffic, engagement, & lead generation.