The Challenge

As Lafarge became Holcim, its product matrix grew more complex, incorporating construction chemicals and equipment alongside cement and concrete. We needed to develop and execute a comprehensive rebranding strategy tailored to eight distinct audience groups—ranging from buyers to industry influencers—leveraging the reputation of  Holcim as a globally recognised brand. With an ongoing need for cohesive yet segmented campaigns, we continuously streamline the client’s marketing operations to enhance commercial impact, avoid campaign overlap, and reflect its rebranded identity.

Our Approach: Strategising Brand Awareness

Having previously worked with large-scale industry leaders such as DOW, BASF, and Reynaers, we knew how to maximise the impact of the client’s marketing initiatives and tap into the unique needs of the construction audience. To highlight the Holcim extended brand and product portfolio, we developed an omnichannel digital rebranding and communications strategy, aligning the flagship products with the new, sustainability-focused brand values.

Cross-functional Campaign Planning

We developed structured campaign execution plans and calendars, creating a distinct message for each value and audience segment, ensuring all campaigns reflected the unified brand vision. Each product campaign was designed to be unique but interrelated, supporting an integrated brand narrative without creating internal competition.

Campaign Execution

We launched several digital marketing campaigns to achieve the desired objectives. Maximising the reach, we now use both paid and organic methods to engage the target audience:

• Thought leadership and demand generation activities
• Search visibility and domain authority improvement with high-value, brand-aligned content
• Demand and lead generation campaigns

‍

Optimised Content Across Various Touchpoints

To maximise the impact of our campaigns, we continuously monitor KPIs tied to brand and product recognition, adapting messaging to suit all communication platforms and regularly reporting on campaign performance to the Holcim team. We strike a balance between thought leadership and engagement, blending high-impact content with eye-catching visuals.

Outreach Optimisation and Strategic Advisory

We also redesigned the client’s existing Polish-language media channels to reflect the merger and strengthen the brand identity. Building on the insights from campaign analytics, we now work hand-in-hand with the Holcim team to align the client’s digital and traditional marketing initiatives with the new communication strategy.

Out of Home Advertising

To enhance the impact of the digital campaigns, we launched a billboard campaign across 260 strategic locations in Poland, focusing on major city entry and exit routes, shopping centres, and areas near Lafarge (HOLCIM) plants.

The Result

Thanks to comprehensive support from Clipatize, Holcim saw substantial growth in brand visibility and demand generation, including:

• 817% year-over-year increase in organic searches for the term “Holcim” in the Polish-language market
• A significant rise in website traffic, along with a 500% increase in conversions
  ‍

Continuous competitor benchmarking and KPI tracking allow for agile adjustments to the campaign, helping Holcim maintain steady growth and evolve its communication according to market trends and audience needs.