Caesarstone manufacture premium quartz surfaces for kitchens and bathrooms, partnering with fabricators and fitters all across the UK. Consumers are unable to buy direct from Caesarstone and with cheaper, lower quality products entering the market raising brand awareness of their unique quartz was a key priority to secure and grow their market share.
Bringing the brand to life in their current CMS (managed by their global digital agency) was proving to be a challenge and there was little measurable return on their high levels of digital spend.
We began with a full-scale consultancy piece that included an audit of their site structure, content, paid activity and an in-depth persona workshop, which then allowed us to create a comprehensive 12-month inbound marketing strategy that could stretch their creative aspiration without having to redesign their current site using landing and blog page tools within HubSpot.
Utilising inbound strategies, progressive SEO tactics and PPC realignment, we have created four tactical campaigns that aim to raise brand awareness, educate and generate leads through interactive assets, blogs, emails and pillar pages with a multi-channel amplification strategy behind every level to drive and nurture consumers through the funnel.
We have also taken control of their sample request process, creating an automated digital solution to streamline the current manual procedure, with a custom-made sample selection landing page and email nurturing campaign designed to capture the most qualified leads.