When the world changed in 2020 we changed the way we communicated with our customers. Our customers buying habits and exposure to brands has shifted heavily online and we have been able to utilise our digital experience to maximum effect.
We were the first in our product categories to establish digital channels in Africa and we are now investing heavily in this space to continue to build brand awareness, educate, and generate qualified leads for our Distribution Partners.
#GenuineDecra & #GenuineGerard
An example of one of our most successful campaigns is the promotional activity we engaged to promote our brand marked tile.
After creating the market for stone coated metal roof tiles, “me too” products began to appear and were being sold as “Decra” or “Gerard”.
In order to protect our customers from these fakes and to protect our brands we responded by changing the manufacturing process to add the brand logo to the back of every tile. We then launched an educational campaign to persuade customers to always check the back of their tiles to make sure they were genuine.
The campaign went across everything we did and was led by the hashtag #GenuineDecra / #GenuineGerard on social media.
Checking for the logo on the back of the tile is now second nature to our customers across all our markets.
Our Marketing Campaigns
of roofing & plumbing products
We regularly run campaigns for all of our brands
print, digital and events
Building a brand story over multiple channels
in Africa & the Middle East
In English, Portuguese, French, Swahili and Arabic