Featherlite Flyash Audience Education

Know the client:Featherlite Buildcon is a fly ash brick manufacturer and the leading supplier in the Northeast region.

Idea: Flyash bricks directly compete with the traditional red bricks being used in the construction industry, the potential audience has to be educated about the benefits of adopting Featherlite blocks. Younger members of a family often bring in fresh ideas for new technology to be adopted, so they were also a suitable audience to educate.

Objective:

Create content that conveys the benefits and quality features in a more relatable manner, often taking the humorous path.
Build a youth-centered social media presence for the brand, breaking out of the ‘boring industry’ terms.

Strategy: Use the power of social media and educate the younger audience about building sustainability and adopting Featherlite blocks.

Challenges: Bring the not-so-interesting aspects of Featherlite blocks production and infuse them with engaging ideas of content creation.

Platform used: Instagram | Facebook

Results Achieved: An increased adoption of Featherlite blocks, not just among the wholesale buyers but also the retail buyers for construction.

Featherlite Flyash Audience Education