Kerakoll UK and Tilemaster Adhesives are both companies of Kerakoll Group that operate in the ceramic sector. Distributing through authorised stockists and distributers, the group is one of the most recognisable within the industry.
We were asked to devise and deliver a strategic marketing campaign that coincided with a live event and product video launch. The campaign had to engage directly with installers, raise awareness of hero products by Tilemaster Adhesives and its parent company Kerakoll UK, entice installers to trial the product, and drive sales growth and revenue.
To ensure we were ahead of the curve, our Digital Marketing team carried out a thorough audit of the current marketing channels used by Kerakoll UK and Tilemaster Adhesives. We uncovered lots of handy insights, including current engagement levels, reach and the highest-performing marketing outputs. From this, we began planning how to revitalise the presence of these brands online.
Our main recommendations? To be bold, brave and consistent.
Both brands have a completely different personality and marketing style, meaning to stand out, they would have to do so in completely different ways. With this in mind, we crafted two completely different social plans and assets that would go down a treat with their social audiences.
Our Creative team made up of creatives, copywriters and designers helped with rustling up a whole range of jaw-dropping statements and bespoke assets which were used to grab scrollers’ attention before leading them to check out the products and contact their local sales representatives.
With recognisable assets now created, we started to consistently post on both Tilemaster Adhesives and Kerakoll’s social media channels, also including user-generated and behind-the-scenes content from the product launch event to showcase the products in action, and help build the Kerakoll and Tilemaster community.
With the campaign in full swing, we remained alert with a keen eye on audience response. Key elements, such as captions, imagery and the date of posting, were adapted to what the audience was engaging with to strengthen the success of the content reach.
Since taking over the Kerakoll social media accounts at the end of May 2022, engagement levels have already risen by 107% as of July 2022 and channel impressions have improved by 21%. Posts are now vibrant, daring and scroll-stopping, but still reflect the personality of both brands. This impressive increase in engagement has also directly resulted in an increase of sales thanks to consistent hero product awareness and installer engagement – hurrah!
Our relationship with Kerakoll and Tilemaster Adhesives is still going strong, and we continue to develop their social channels with a range of eye-catching content and lots of exciting plans on the horizon.