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The Plan

Now, one of the world’s leading manufacturer of stone wool insulation, The ROCKWOOL Group and Sparks' relationship dates back to the beginning when ROCKWOOL (then ROXUL) was relatively unknown to the North American market with the goal of significant growth. 

Because of its products’ many sustainability and performance features and benefits, they came with a higher price tag compared to competitors. As such, education was key in the success of this growth.  

The Execution

Development of training videos and education program videos  


Product launches, roll-outs, rebranding


Community engagement events


Design, development and execution of all marketing efforts for new facilities


Traditional media including radio, tv, digital.


Creative content development including case studies, printed pieces, etc.


Trade show design and development


Live “burns” - impactful events and associated communications (partnership with local fire departments during Fire Prevention weeks).

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growth from 1 facility to 5 in North America

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increased product lines

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expansion into the US market

The Results

While it’s difficult to quantify a relationship as broad and diverse as the one we have with ROCKWOOL, we have helped them grow from one North American main manufacturing facility to five… and they’re not stopping there. Some of the highlights of this successful development include:

  • Growth of the brand from minimal awareness to being recognized as the premium insulation manufacturer in North America. 

  • This included both widespread Canadian growth and then to the US market where Sparks handled all the marketing communications materials such as product naming, product videos, brochures and live event introductions for new product rollout such as Safe‘n’Sound and SturdiRock. 

  • Increased product lines from just one (exterior wall insulation) to dozens of commercial and residential applications. 

  • Shift to online consumer platforms and continued growth into 2023.

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