FORMICA

Influencers Case Study
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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.

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. 

Facebook Post Formica
Socia Media Post
Content Marketing Bangkok
Facebook Marketing
Formica Thailand Post
Social Media Next

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

Facebook Blog Post
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Facebook Blog Posts

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Daily FB and IG Stories

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Short videos

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

Social Strategy
Community talk
Formica comments
Fan engagement
Post comments
Social Stats
Engagement bubble

+160%

Social Media Engagement

*Performances are given over a 2-month period

But we were still hungry ;)

Next Success

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 ? :)

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Corporate Videos

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Brand Videos

Brand content
Mood & Tone Facebook
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Brand Content

Social Media Post

RESULTS (6 months)

NEW CONTENTS
NEW FANS (organic)
4,500
New fans
400
Content created
ENGAGEMENT RATE
Industry average : 9%
18%
Facebook hashtag
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