Santana is the specialist in naturally inspired floors and walls for every room. The collaboration with Santana started from a positioning process in which Duval Union Innovative Marketing and Profacts worked together.
Consumer clinics showed that consumers are primarily looking for a long service life and easy maintenance when choosing a new floor. Based on quantitative research with the same target group, these findings were tested by Profacts. The new positioning places emphasis on natural floors: cork, stone and parquet.
The baseline: Long Live Natural Floors.
Friendship and Grava introduced the new positioning in the market. Friendship was the driving force behind the creative development, both for Instagram and Facebook. Grava ensured the content was distributed, picked up and promoted on Google, Facebook and Instagram. We responded to the range and promotions and tried to keep the community active through lighthearted topicals and competitions.
The aim of the campaign was also to bring more people to the ten showrooms. To inspire consumers through the website and ultimately convert them into buyers, with the help of the sellers in the physical stores
