Transmitting the essence of a family business to a brand personality and a branding campaign.

Problem

EDIFICOR is a coating and construction materials company that came to the agency with three defined problems:

1 – It didn’t have a communication strategy. This placed it as just one more company in the field and its positioning was tied to reactive actions.

2 – No positive outcomes in digital marketing. Digital media had not been worked on as impact media in invoicing.

3 – Change of scenery. Market evolution and digital transformation made retail format to suffer mutations. The company decides to initiate a digital transformation process in the marketing of their products.

Challenge

Three major challenges:

1 – Detach from the competition by means of communication. Transcend from the family business connotation.

2 – Develop relevant content in the media with products as hard as construction.

3 – Achieve a success case in a construction company: increase sales and inquiries in a category in which it is still considered that the public must go to the point of sale.

Solution

1 – Brand self-knowledge as a differential. Through the enneagram technique, we develop the brand personality and tone.

2 – A powerful concept. We create a campaign concept that transmits the brand essence and which is transversal to all its communication. This concept goes through its social media until the point of sale experiences.

3 – Digital strategy. We established the Customer Journey based on digital marketing strategies to reach different types of consumers according to their purchase behavior.