Schüco
Schüco
Schüco, Omnichannel Strategy to Expand the Market
From a niche B2B market to the B2C market: the journey with Schüco aims to increase brand awareness and appreciation in the residential sector, promoting home comfort as a shared value.
Through multi-subject and omnichannel strategy (digital, TV, radio, print media) and a content strategy for blogs and social channels, we introduce the brand to a new audience while enhancing partnerships with Italian window and door manufacturers.
Schüco Italia is the Italian branch of Schüco International, a global leader in the production of aluminium systems for doors, windows and facades that are technological, safe and with high thermal and acoustic insulation performance.
Beauty, Sustainability and Home Comfort: Shüco’s Core Values
On the strength of a network of Premium Partner window and door fitters in the country, trained to install Schüco products, the company boasts many years of experience in custom engineering. This knowledge is dedicated to designers, architects, planners and people seeking high-quality solutions for their homes.
The Objectives
With Schüco, we started a communication journey to establish a dialogue between the company and the residential target group. The challenge set by the brand was to engage the end consumer on key topics such as the smart home integration for windows and doors, the most suitable materials for a quality window and the possibilities of living comfort offered by Schüco products. Our objectives include to increase brand awareness in the B2C sector, to educate end consumers on a new concept of living, to increase lead generation, and to enhance the presence of Shüco’s partner window and door across the country.
Omnichannel Communication
The omnichannel strategy we developed for Schüco Italia combines online and offline advertising, video content, blogs, social media and initiatives aimed at both end users and the Schüco Premium Partner network. A coherent and integrated ecosystem designed to strengthen the brand’s positioning throughout the target audience’s customer journey.
Among its strengths is high-impact offline media planning: over 1,000 radio spots on Radio Rai and around 200 TV commercials on La7, 70% of which are in prime time, for a coverage of over 121 million contacts. A strategic choice that maximises visibility and consolidates the perception of quality of the Schüco brand and product. The result of an integrated approach, this wave combines strategy, media planning and creativity, thanks to the constant collaboration between the Creativity and Performance departments.
Social Media and Advertising to Showcase Schüco Solutions
Our social media strategy aims to enhance community engagement by sharing residential projects across Italy, providing insights into Schüco products and solutions, with the objective of informing and driving traffic to the website and blog.
A Dedicated Strategy for Schüco Premium Partners
We supported the Schüco Premium Partner network of window and door manufacturers in the tailored development of both digital and offline local advertising campaigns, fully aligned with the brand’s national communication strategy.
The campaign involved an integrated online media plan across Google, Meta, and Spotify. In particular, on Spotify we ran both nationwide and geo-targeted campaigns in the cities where Schüco Premium Partners have their showrooms. For each point of sale, we produced customised audio tags (“ad tails”) featuring the specific addresses and messaging requested by the partners.
The results of the advertising strategy
Spotify
Number of times the announcements
were heard
number of reached people
recorded frequency
click on the ad link
YouTube and META
reach
impressions
click on the link
impressions
clicks
quotation requests
The blog: A Window to the Future
We launched Schüco’s new blog, “A Window on the Future”, strategically optimised for SEO with relevant keywords, where we inform people looking to build or renovate their homes, about the most effective solutions for creating comfortable living spaces. The blog features in-depth articles on the concessions in force in the building sector and on the most interesting Schüco’s references, also considering an audience of architects and planners, interested in finding a reliable partner.
Get in touch with us to collaborate and create successful projects together.