Supporting a portfolio of paint and coating brands required preserving their distinct identities and adapting activity to different audiences. In our work with Tikkurila Polska S.A. and PPG Deco Polska Sp. z o.o., we combined media strategies, paid campaigns, SEO and creative work with e-commerce advice.
Different brands, different audience needs
For more than 10 years, we worked for Tikkurila, Beckers, Dekoral, Jedynka, Drewnochron and Sigma Coatings. The scope evolved with the needs of the portfolio and individual brands.
The challenge was to connect different positioning, objectives and purchase cycles. Consumers looking for home decoration inspiration needed different communications from architects, interior designers and contractors. The plan had to account for both B2C and precise targeting of professional audiences.
A strategy for each brand
We developed separate media strategies for individual brands. We started with historical data, market signals and the ways audiences sought information and made decisions. We then selected channels, messages and creative work for each target group and stage of product selection.
Schedules accounted for the industry's seasonality. A regular plan organised the work, while analysis of traffic and promotional opportunities allowed campaigns to adapt to changing interest in the offer.
Campaigns, visibility and online sales
We combined brand activity with campaigns working towards specific KPIs. We focused on attracting relevant traffic to brand websites, search visibility and support for digital sales. Our social media scope covered paid campaigns and advertising materials. The work included:
- Planning, managing and optimising paid campaigns in Google Ads, Meta Ads, Pinterest Ads and WP Ads.
- SEO and search visibility for brand websites.
- E-commerce advice and recommendations on user journeys and conversion.
Creative work tailored to each channel
We prepared graphic designs, advertising adaptations and video materials, including editing. We selected formats for each platform and campaign purpose. This allowed individual brand identities to carry across advertising formats, with messages suited to each audience's stage in the purchase decision.
Optimisation and reporting
We regularly analysed performance and checked progress against KPIs. Reports formed the basis of client discussions: we explained observed changes, drew conclusions and proposed further activity. Campaign and SEO optimisation were ongoing parts of this work.
This project shows our experience in supporting a brand portfolio: connecting separate strategies, creative work, media and analytics in one process. For companies with a similar structure, this means an organised approach that accounts for each brand's needs.
