Two of our clients in the spray foam category, Icynene-Lapolla and Demilec, were both acquired in recent past. These acquisitions spawned the creation of a new division named Huntsman Building Solutions and had the company entering the spray foam category. Huntsman Building Solutions, not having any brand equity within the category, and acquiring two major players meant that the company needed to establish itself as a fully invested market participant. Technical audiences understand the major difference between competing insulation products and spray foam. However, there is much to know about the category, providing Huntsman Building Solutions with the opportunity to demonstrate their thought-leadership with: architects/specifiers, building engineers, contractors, property/facility managers and institutional/portfolio building owners. The objective was to secure and place content in digital (and companion print) media focused on the target technical audiences. Approximately sixty (60) articles were pitched, secured, and placed in both English and French residential and commercial building design and construction media.