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Holcim has been positioning themselves as the “Expert’s Choice” and they wanted to strengthen their digital presence by connecting to homeowners. We learned that Holcim’s intention to connect to their audience did not really translate well in digital as their message was too muddled.
We took a step back to determine who their target audiences really were and concluded that other than homeowners, Holcim should also communicate with experts, such as architects, masons, and contractors, because they are the end-buyers.
Immediately, we conducted surveys and interviews with those experts and find that those experts also feel a disconnect with the brand, and also yearn to connect with the homeowners as well.
Those findings pinpointed to the need to create not just a platform, but a whole ecosystem that enables deep-community based interaction between the brand, the homeowners, and the experts.
The best content are the ones that educate, entertain, and inspire. By creating content that specifically addresses each stage of the journey, we knew we had a better chance of engaging and staying relevant to our affinity groups – in this case people who are:
We combined the two owned digital assets that Holcim hav into a mini-ecosystem where other than get inspiration, the audience also has access to a platform that was designed to bring together homeowners, architects, contractors, and designers; allowing them to meet, collaborate, and build together.
On top of as a mean to distribute contents available on the website, we also hold periodical social media activities as well to retain engagement. #AskTheExpert, one of our monthly Q&A session to chat with Holcim’s resident architects to discuss or ask for tips and advice about home building and improvements, became a hit for our users.
Even without a significant amount of media placement, the new pivot towards a truer target audience have improved the way Holcim strategize their ecosystem moving forward and really spend some time in relooking the ways other touchpoints in their digital ecosystem can support their business.
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