Soudal has been working for several years to improve the visibility of its brand, including through the expansion of its media efforts and the main sponsorship of a cycling team. Nevertheless, there is still a lot of potential for Europe's largest independent producer of adhesives, sealants and polyurethane foams to gain more brand awareness among, among others, the Dutch public. Online visibility is an important tool for this. In this case study you can read how Soudal achieved a reach of over 1 million views in eight months.
Soudal is Europe's largest independent manufacturer of sealants, adhesives and PU foams for both professionals and private users and is represented in 140 countries with around 4,000 employees worldwide. With a long-standing vision of innovation and adaptation to local market needs, Soudal has developed into an innovator in the world of high-performance joining technologies.
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The Soudal brand name has already generated considerable brand awareness through cycling, thanks in part to the current main sponsorship of Soudal Quick-Step, and Lotto-Soudal in the past. However, for many people it still remained unclear what exactly Soudal does. As a brand, how do you ensure that you communicate your proposition consistently and clearly to your target groups through the right channels?
This was the challenge we set to work on, with limited capacity at Soudal as an additional challenging factor.
Our composite content plan for Soudal emphasizes the three pillars of successful digital communication: consistency, frequency and short-form content. At Soudal, we didn't want to just share a series of random messages; we wanted to convey a strong, coherent message and to do so on a regular basis.
Short-form content, in the form of short and catchy videos, was central to our plan. We understand that visual content is not only more attractive (than visuals), but also holds the audience's attention. It allows Soudal to communicate its professionalism to its target audience in an engaging and modern way.
In a span of eight months, Soudal has made tremendous progress online. Whereas the organization was not very active on social media at the beginning of 2023, in the months since, the adhesive and sealant giant has over 1,100,000 views accumulated on Facebook, Instagram and TikTok. And the counter continues.
These figures show that as a brand, by using social media purposefully from a well-thought-out content plan linked to business goals, you can generate enormous brand awareness in a short time.
Our collaboration, bringing together various disciplines, forms a strong team that transforms strategy into achievable and realistic results. What stands out for me is the proactive approach, the wide variety of knowledge, the meticulous planning and, above all, Fleur's infectious enthusiasm. This makes our collaboration invaluable. Together we understand each other and build something extraordinarily good.
Dorien van Pol Marketing Coordinator Soudal
Best Fullservice Digital Agency '24
