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
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.
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 slash 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, stunning and relatable social media 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
The success of Formica's new social media direction was immediate, bringing love from long-gone customers just like newly seduced fans
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.
Because that's something industrial brands usually don't allow themselves to do. But we're here to stand out, remember ? :)