Results Made Greater

Composite Prime were looking for a sharp increase in brand awareness for the purpose of acquiring substantially more leads and building a strong social presence. A specialist in supplying composite garden products, primarily decking, their efforts needed balancing between B2C and B2B demands.

The challenge

Their ever-growing network of products required direction in terms of brand exposure and a structured, multi-channel strategy for it to correlate with their amibitious growth targets. Seasonality plays a big factor in customer interest for a product categorised within this niche, so the project presented an interesting challenge.

The results

We focussed our efforts on generating unique interactions between consumer and brand and in doing so managed to position Composite Prime in front of the right market audience and on a consistent basis. As a result we drove the cost per acquisition down and increased the view-ability of their products, continuously improving on these deliverables month-on-month.

  • 1 Million People reached
  • 2 Million Impressions
  • 35 Unique brand engagements

How we achieved this

Our approach consisted of clearly defining the parameters of our social strategy right from the start. We formulated branded creatives and a tone-of-voice for our messaging that was specifically designed for both B2B and B2C arms of the business. We wanted to ensure that we allocated time to developing a strong social presence consisting of meaningiful interactions with potential customers.

Decking and the subsequent maintenance products that provide upsell opportunites are as a whole, high value items. With a potential AOV in the hundreds to thousands, we ensured a professional and credible brand theme was maintained throughout to build trust and entice interest.

Working closely with the in-house sales and marketing teams, we began to identify key customer profiles for retargeting purposes. Testing placement, interest and conversion window variables*, we began to notice interest from unexpected audience segments that enabled us to broaden our targeting and acquire more leads.

We continue to support the growth of the brand as they look to move into European/US markets and our learnings from this project have enabled us to further optimise our ad strategies and develop our in-house tool kit. This has ensured an even higher ROI month-on-month and helped Composite Prime become leaders in their field.

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