Rebranding to Make Sustainable Construction a Reality
Holcim UK
103 pieces of coverage
82k organic impressions
The Challenge
To generate large-scale awareness of Aggregate Industries’ – one of the country’s leading suppliers of building materials – rebrand to Holcim UK.
Our aim was to place the Holcim brand at the forefront of public and construction industry consciousness in the UK during the rebrand window by highlighting the brand’s commitment to its mission: make sustainable construction a reality.
The Idea
We focused our efforts on ensuring the Holcim brand’s UK launch would be viewed not as a simple name change but as the start of positive new chapter for UK construction.
To create a ‘big bang’ moment with the public on the day of the rebrand, we unveiled a ‘sustaina-billboard’ in central London. Made using Holcim’s low carbon concrete and recycled aggregates, the billboard was adorned with hundreds of plants, flowers and seeds to feed local wildlife, amplifying the brand’s sustainability strategy.
At the same time, to launch the new brand to the UK construction sector, we released Holcim’s first UK-specific positioning paper, exploring the megatrends shaping sustainable construction and outlining Holcim’s five commitments to ensure it leads the way.
We also created Our Stories, a content hub within the new Holcim UK website, completely dedicated to human-centric storytelling from the talented people who are key to the business’s success.
Following a successful migration of the brand’s 45,000 LinkedIn followers from Aggregate Industries to a new Holcim UK LinkedIn page, we underpinned all campaign activity with an organic and paid social media strategy. The approach centred around a suite of native social content designed to engage colleagues, customers, prospects and industry partners alike.
The Results
In just 10 working days following the rebrand, we had achieved:
- 103 pieces of media coverage with an average Domain Authority (DA) of 60
- 13 pieces of national coverage, four of which included the video of the ‘sustaina-billboard’ in situ
- 82k organic social impressions with an engagement rate of over 12%
- 4.6 million paid impressions across 1.8 million users
- 82k full views of the Holcim brand story video
Online search interest in the Holcim brand also surpassed that of Aggregate Industries by 60% by the end of this period, demonstrating the campaign’s impact on brand awareness levels.
