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More than ever, firestopping in buildings, especially multi-occupancy buildings, is vitally important to get right. As a leading manufacturer and supplier of firestopping solutions for service penetrations in buildings, Quelfire is within a difficult market – not only within a competitive sector, but in an area where regulations and compliance are paramount. Quelfire needed a vehicle which enhanced its visibility, engagement, and recall credentials.

The Solution: Quelfire prides itself as a highly ethical company that strives to achieve compliant firestopping designs and installations. SLG worked with Quelfire to identify an opportunity for the business to differentiate itself from the rest of the sector, unpicking any confusion and misunderstanding around industry regulations, and to drive necessary culture change. Key differentiators included technical expertise, testing, and significant educational benefits.

SLG went right back to brass tacks, undertaking research on the current market conditions and competitor analysis. SLG also conducted extensive audience analysis through a series of stakeholder interviews. This allowed us to challenge the initial brief from the client.

The research, which consisted of in-depth interviews with representatives of Tier 1 contractors, firestopping contractors and architects revealed four key themes that would inform the creative process and the development of the wider digital campaign execution. These included Responsiveness, Education, Testing, and Sustainability.

Through SLG’s creative effectiveness process applied to the research and the brief, we were able to position Quelfire as a challenger brand within the industry – emphasising that with the convictions of the Quelfire team and the evidence from the research that there is an opportunity to drive real industry reform.

With the lack of knowledge in the sector, Quelfire’s technical expertise and testing credentials became the focus of the creative.

We developed the “Because it’s your job to know” concept, emphasising who holds responsibility in ensuring fire safety, while also positioning Quelfire as the trusted brand – an educator that proves its expertise through testing, important insights to how products should be installed, technical expertise, and education. The concept firmly engages Quelfire’s audience in realising that they too have a responsibility to do the right thing – and Quelfire is the team to help them do it.

The creative concept was refined and finalised with rigorous evaluation and focus group testing.

The Results: Since the campaign’s launch in April 2024, more, 462 downloads of the white paper have been generated. As a reminder, we were tasked with driving circa 200, and so delivered 131% beyond expectations.


• Leads were driven primarily by the distribution of educational content, with white paper downloads up from 200 to 462, and accounting for 68% of total leads.

• Nearly 200% more CPDs were than expected from 10 to 28.

• Impressions and Clicks Trends: Significant spikes in clicks from late June, maintaining high engagement levels throughout last year, reflecting a high level of brand visibility generating over 2,870,149 impressions on LinkedIn to date and driving high engagement with over 8,305 clicks from Google Ads.

• Conversions: Conversions mainly comprised of quote requests and contact form completions, aligning well with high buyer intent – LinkedIn: 211, Google Ads: 170.

• Click-Through Rate: Outstanding CTR of 21.26%, significantly above industry norms, indicating highly relevant and compelling ad content.