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Holcim Manufacture

A Roadmap for Better Brand Influence

How we helped Holcim find and engage its true target audience

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.

Content DevelopmentSocial Media ManagementWebsite Development

How We Found Their True Target Audience

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.

How Content Starts The Conversation

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:

Definite Holcim
Definite Holcim

Building A Mini-Ecosystem

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.

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Providing the Right Content to the Right Audience at the Right Time

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.

Definite Holcim

Outcome

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.

We thank our...

Client
  • Holcim Indonesia
Digital Strategist
  • Kalista Cendani
Content Strategist
  • Dila Difakuma
Account Director
  • Lenny Melissa
Account Managers
  • Mei Murni Normalasari
  • Adjiputra Wisetya
Project Managers
  • Dion Maulana
  • Robin Basoeki
  • Eunike Rina
UX Lead
  • Aga Wahyu
UX Designers
  • Randi Winarbisono
  • Anthony Atmadja
UX Engineers
  • Adhitia Darmawan
  • Ade Harseno
Backend Developers
  • Alfian Asdianto
  • Rendy Kurnia
Analytics
  • Ramdhani Rakhmat
  • Anisa Saraayu
UX Copywriter
  • Fakhrana
Content Editor
  • Anindya Pithaloka
Content Writers
  • Arista Prianka
  • Raditya Nugroho
  • Rizki Wardhana
  • Bimo Gadabima
  • Vindya Irawan

Interested in what we do?

Let’s have a talk, and see how together we can take your brand to the next level.

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