Since 2020, the construction industry has faced uncertainty. Digitalization of sales accelerated by COVID. Sudden sales spikes in DIY products. Trouble with delivery cycles. Plus the need to build relationships with end-users and support online product sales, in many cases without prior advanced digital efforts.
In cooperation with the Selena brand (Tytan Professional, Quilosa Professional) we synergized marketing activities to not only build a digital presence from scratch, but also to implement an online customer engagement strategy around the brand.
Selena is a global leader and distributor of construction chemicals. It currently employs about 2,000 people worldwide. The Group incorporates 34 companies in 19 countries. Its production plants are located in Poland, South Korea, China, Romania, Turkey, Kazakhstan, Spain, and Italy.
Selena Group's portfolio includes top construction brands. Whites' activities focused on two of them - Tytan Professional and Quilosa Professional.
Professional users of Tytan products - building contractors, site managers, and owners of construction companies - performing both general construction and specialized works on residential and non-residential facilities (commercial buildings).
One of the key points of the strategy was the FAST&PRO CHALLENGE concept, i.e. a series of activities based on a content platform designed and built from scratch. We reinforced it with content marketing and social media marketing activities.
This is the core element around which we built other online activities, such as contests, quizzes, and other activities. The platform supports the collection and processing of user data and customer engagement functionalities, e.g:
➕ Concept, key visual (Whites).
➕ Design, UX, UI & development (Goodc).
We created a content plan coupled with a multi-phased SEO strategy that supported FAST&PRO Challenge customer engagement activities and FAST&PRO product communications.
➕ Plan and create content according to SEO recommendations for articles, to enhance their effectiveness.
➕ 36 articles written and edited in English (master file), translated and published by local agencies.
We planned and executed social media activities and master files in English (animations, graphics, texts) to be adapted for local agencies in 8 markets.
➕ 9 months of social media communication conducted as a leading agency.
➕ 3 pillars of SoMe communication.
➕ 6 contest concepts in social media.
➕ Configuration of conversions and Google Analytics.
➕ Automatic campaign reporting.
➕ Implementation of key visual of communication in all touchpoints (content platform, social media content) consistent with the client's branding.
➕ Organization of a photo shoot with the brand ambassador.
Digital strategy and full implementation met the goal - increased customer engagement around Tytan FAST&PRO brand and products.
After 6 months of digital activities:
One of the most valuable outcomes is getting feedback from end-users, and thanks to their insights and that valuable information about the target group and their approach towards the brand and products, there is now great potential for future digital actions.