Case Study: Social Media Growth for Uponor, a Premium HVAC Solutions Provider

Challenges

Solely by using Facebook, our challenge was to increase brand awareness and website traffic in the long term through a mix of techniques - content plan and targeted ads.

An additional challenge came in November 2022, when the brand was impacted by a cyber attack and needed to take a break from social media activity. After having an engaged audience that was receiving the posts and information well, we had to reintroduce the communication pillars to them and bring them back into the funnel and, once again, close to the brand.

Approach and Solutions

Brand Research & Strategy

To thoroughly understand the brand and its audiences, we performed target, competition, and market research. We strictly followed the tone of voice of the brand, while developing the user matrix, communication pillars, keywords, and tactics for the determined audiences.

After this, we developed a detailed annual working document, which included a detailed plan that guided us throughout our activity.

Since Uponor operates in a niche industry, we focused our strategy on detailed audience targeting, together with exploring a winning mix of communication pillars - from technical facts, to insights and emotional messages.

Strong Content Plan

Keeping in mind the diverse audience categories, together with their unique needs, triggers, and pain points, we developed a content plan that touches all moments of the acquisition process, mixed with brand communication.

We established a two-posts-per-week rule on Facebook so that we can address major topics without creating an abundance of technical information.

Before engaging in further actions, we must note that, regardless of its specifics, the audience consists mostly of men, aged between 34 - 54. They are either specialists or decision-makers regarding the buying process.

The social media posts focused both on the necessity of efficient products and their impact on long-term wellbeing, as well as the environment.

More Than Boosting Posts

We decided to run campaigns for brand awareness and traffic to the site while promoting page posts to their audiences, following a full-funnel plan: the audiences who reached the page via the brand awareness campaign then saw posts that triggered them to engage with the page and later on, are presented with useful links for more information on Uponor and the brand’s HVAC solutions.

We began with A/B testing, and we used different creative assets, with messages we updated during the campaigns. Later on, we integrated posts promotions in full-funnel campaigns.