Project Description

Client: BAL (Building Adhesives Limited)

Protecting the UK’s no.1 tiling brand by engaging audiences with supportive content.

The brief was to increase usage frequency by improving the value both the brand and its products add to the everyday life of tilers, contractors, specifiers, distributors and homeowners.

To achieve this, CMDi created an interactive digital platform and partnership programme, YOU + BAL. This was developed following a large-scale brand audit involving interviews, a survey, competitor review and strategy workshops which clearly framed the task – the need to position BAL closer to end users through a communication strategy to rekindle loyal feelings.

The new YOU + BAL programme frequently reminds all tiling audiences how BAL is actively on their side with a unique combination of products, tools, services and partner programme benefits that makes tiling easier, allowing them to finish faster with better results.

Increase brand loyalty and frequency of product usage for all occasions.
Brand review • Customer research • Strategy workshop • Brand repositioning • Communication strategy • Identity refresh • Market launch and ongoing content marketing programme
1000+ registrations to become a BAL partner in the programme’s first month and growing.
CMDi’s combination of sector experience and leading edge digital expertise meant they understood how to deliver a solution that exactly met our needs, cut through to the right end result, faster and more cost effectively than other suppliers could have achieved.

Head of Marketing, Building Adhesives Ltd

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