© 2018 Sticky Rice by Garçon Consulting Co., LTD. | All rights reserved

FORMICA

YOUNGER. FRESHER. BOLDER.
Sticky Rice Social & Digital Content Agency
Sticky Rice Social Media Agency

THE CHALLENGE

If you have been to your grandma's house you've definitely seen some Formica around. The unquestioned leader in laminate surfacing and kitchen countertops worldwide has been decorating houses, condos, offices and pretty much everything for generations. Literally. So let's just say that the brand was starting to feel the weight of what avant-garde can also mean (clue = we mean old, super old). With new trendy players disrupting the market, it was time to rethink Formica and dust away its past

THE IDEA

We couldn't ask for a better challenge. Social media is about being sharp, edgy and innovative. A few things that Formica had put aside lately, so we were all hands on deck to restore the creative flame that used to inhabit the pioneer brand. Associating Formica with the codes, moods & tones of popular disciplines such as interior design and architecture was just the beginning. We took a bold creative turn and set out our coolest social media & content team to (re)make history.

SOCIAL MEDIA TOOLS

CREATIVE DIRECTION
Creative content facebok
CONTENT PRODUCTION
SOCIAL MEDIA CAMPAIGNS
COMMUNITY GROWTH
Community management

OUR RESPONSE

With nothing but old-school content, it was tricky to build a compelling storytelling. One that could drive awareness from both a crowd of professionals and mainstream home-decor and and creative enthusiasts. As we strongly believed that the core audience of Formica would go beyond the usual B2B segment, it was all about giving context to Formica's technical products, making them easily accessible by everyone and anyone. So our teams of graphic designers, photographers and content strategists produced a line-up of exciting social media and relatable contents, giving a powerful story to the brand. 

...Emphasizing on developing short yet captivating content, easily sharable while provoking engagement

Facebook Blog Posts

Daily FB and IG Stories

Short videos

The success of Formica's new social media direction was immediate, bringing love from long-gone customers just like newly seduced fans

+160%

Social Media Engagement

*Performances are given over a 2-month period

But we were still hungry ;)

In an effort of always going the extra (social) mile, we created a bunch of weekly short videos and 100% brand-focused Facebook posts that would highlight key features of Formica products, showcase new patterns, educate on functional characteristics while always displaying a funny or edgy side of the brand.

 

Why ?

Because that's something industrial brands usually don't allow themselves to do. But we're to stand out, remember ? :)

Corporate Videos

Brand Videos

Brand Content

RESULTS (6 months)

NEW CONTENTS
NEW FANS (organic)
4,500
400
ENGAGEMENT RATE
Industry average : 9%
18%
Sticky Rice font
Sticky Rice Logo