ConSpare, the UK’s leading concrete production equipment supplier, wanted to raise awareness of its role in helping the industry reduce carbon and cost. The business needed to turn its technical expertise and sustainability message into a credible, useful and commercially effective campaign that could reach senior industry decision-makers, generate high-value leads and support the launch of its first industry white paper.  

Our starting point was a brand workshop with ConSpare, which helped the team reframe sustainability from a supporting message into an integral part of the business’s voice, sales approach and internal communications. With concrete widely cited as the second most used man-made substance on the planet and responsible for around 7% of global emissions, we saw a clear opportunity for ConSpare to lead a conversation that a traditional, change-resistant sector was not yet owning. 

Working with renowned sustainability expert Dr Miles Watkins and the ConSpare team, we shaped a white paper topic rooted in technical data, expert insight and ConSpare’s own evidence around how inefficiencies in the plant and process lead to wasted materials, unnecessary energy expenditure and increased maintenance interventions. LinkedIn was then chosen to reach a niche audience of technical and site decision-makers with a message that connected environmental impact to long-term commercial value. 

We created a joined-up launch strategy across content, PR and paid LinkedIn activity, using the white paper as the central campaign asset. By combining ConSpare’s data, Dr Miles’ technical insight and targeted media outreach, we positioned the business as a credible voice on lower carbon concrete in titles including Agg-Net, Quarry Management Journal, The Concrete Times and Construction Update.  

LinkedIn advertising then helped drive a niche audience of senior technical and site decision-makers to the content, turning ConSpare’s sustainability message into measurable website traffic and white paper downloads.  

The authority created by the campaign also opened up higher-level industry conversations, including contact from the UK Low Carbon Concrete Taskforce, and a meeting with the British Standards Institute regarding updates to BS 8500, the standard relating to low carbon concrete – opportunities that can be directly attributed to the whitepaper campaign. 

• Generated 56 white paper downloads  
• Secured 13 pieces of media coverage  
• Delivered 30.1k LinkedIn impressions  
• Drove ConSpare’s highest website traffic in Q1 2023, peaking during The UK Concrete Show  
• Secured media coverage in key industry titles including Agg-Net and Quarry Management Journal 
• Positioned ConSpare as a credible voice on carbon and cost reduction in concrete production  
• Helped generate brand awareness and cultivate valuable leads  
• Supported internal pride and conversation around reducing environmental impact