The challenge
A regional cement brand was stuck in price wars. Wanted to move upmarket and tell engineers + contractors why they're worth 8% more.
Our approach
- Repositioning to 'engineer-grade' with test-data first.
- Visual identity: technical, blueprint-inspired, less folksy.
- Dealer microsite with co-branded marketing materials.
- Content library: cement-grade explainers for engineers.
Outcomes
Premium-grade sales mix
32%
Dealer co-branded asset downloads
1,420 / mo
Engineer-explainer time-on-page
5 min 12 s
Brand-recall lift in target geo
+14 pp