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Growing the largest building materials account globally

Content Marketing Strategy / Home & Design / Social Media Marketing

Objective

Develop a content marketing strategy that would launch James Hardie’s Scyon Walls product across social and provide ongoing long-term strategic support for the larger James Hardie brand over the years to come. The business objective was to generate demand and awareness of fibre cement cladding and grow demand for the Scyon product. As well as this, use social as a tool to strengthen James Hardie’s relationships with partner builders and educating consumers on what can be achieved with the product. Ultimately increase share of market in the building materials space and make cladding the building choice over other materials such as brick.

What we did

Brandalism worked with James Hardie for over five years and in that time created an executed a content marketing strategy that led them to be the largest building materials account on Instagram – organically! We grew their social channels from zero to be the largest account globally. On average we received around 1 million views of content across social every month and were responsible for driving 30% of all traffic to the website. In the end our channels became a place that builder partners would seek out as a point of promotion and the influence we had across social was weaved into the business sales structure. As a result we transformed the way the business approached marketing. 

95,000
organic follower growth
1 million
views of content per month
Drove 30%
of all web traffic
100 consumer
conversations via social per week
James Hardie – Content Marketing Strategy
James Hardie – Content Marketing Strategy
Christian Hansen - James Hardie, Marketing Manager

“Brandalism are experts in the content and social space. And somehow, they’ve become experts in our products. When looking at out-sourcing marketing executions we often find ourselves saying that our other suppliers should be more like Brandalism.  Tracy’s team have got on with their job with minimal hand-holding. They’ve approached us with proactive strategies that are bang on brief and even challenge us. As a result we’re learning how to be successful in one-to-many marketing in an innovative and intimate non-traditional way”.

Christian Hansen - James Hardie, Marketing Manager

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