Cosentino is one of the world’s market leaders for worktops in the kitchen and bathroom segment – but there was no presence for end customers. This had to be changed with extensive online marketing measures.
Cosentino and its brands Silestone and Dekton were to be included in the relevant set of end consumers in Germany. The aim of the campaign was to present products that support retailers, but above all to collect and bind the end consumer within the customer journey.
Strategy: inbound method
In order to reach the end user, there were only two options: via the retailer or online. We opted for an end customer approach via online channels that simultaneously supports the dealers. Inbound methodology and the learned online marketing process formed the basis of the strategy. As part of this process, we first created the Facebook fanpage „My Perfect Kitchen Germany“ to generate target group-specific users for the new project. The focus was on the quality of the kitchens created using Cosentino products. A short time later, the online magazine Myperfectkitchen. de was made accessible to users and offered topics related to kitchens – from kitchen renovation to the best restaurants and everything in between. The articles were explicitly tailored to the target group, Cosentino was only mentioned subtly in them. A whitepaper, free sample orders and a raffle rounded off the digital package.
- Within four months more than 12.000 Likes were collected for the fanpage.
- Monthly more than 300.000 users were reached.