Social content marketing matrix enhance Wienerberger

Challenge to create a social content marketing matrix to appeal to a variety of audiences

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The challenge

On behalf of building manufacture juggernaut, Wienerberger UK, Think were tasked with developing a social content marketing matrix, designed to engage Wienerberger’s diverse audience.

To create an effective organic strategy, we segmented our audience into manageable groups and developed a structured communications plan. The goal was to strike a balance, avoiding a one-size-fits-all approach while ensuring the messaging remained clear and cohesive, rather than overly fragmented or complex.

The approach

From this foundation, Think’s digital marketing team developed a content matrix, analysed channel usage and identified overlapping needs and themes. This process led to the creation of five distinct target groups to maximise reach:

Architects
Contractors
Developers
Merchants
Clients

This approach provided a clear framework for the high-level content types required to effectively engage each audience, ensuring strategic focus without unnecessary complexity.

Our key content pillars for discussion were:

ESG
Legislation
Innovation (supply chain & product)
Full building envelope (brand campaign)

As well as a full of messaging mix of content types:

Employee spotlight
Industry news
Thought leadership
Customer spotlight
Sales messaging

In targeting everyone – we target no one.

The outcome

The social media strategy ensured audience-suited content was shared on their ideal channel to raise awareness, increase following and encourage engagement.

The 5 industry groups allowed us to layer on more specific targeting through the use of hashtags and mentions that will align our posts to specific trends, publications, industry bodies and brands that the specific audience cares about.

Importantly as well, our categorisation allowed us to track campaign effectiveness more accurately, ensuring continuous optimisation and measurable results.

Think to the rescue

During a period of staff attrition, Wienerberger turned to their trusted agency for support with social media management.

Over an agreed 3-month period, we worked with their marketing team to create content for both their social channels and website.

While our standard approach involves preparing an agreed amount of content in advance, working with Wienerberger required a more agile strategy. We remained highly responsive, developing and publishing content as needed – some planned weeks ahead, while others were created for immediate release.

A key focus was maintaining brand consistency. We ensured all content aligned with Wienerberger’s branding, adapting colours based on product, theme, and context. For instance, burnt reds and oranges were used for their building products, while sustainability messaging featured blue, turquoise and grey.

The Results

Audience Growth: 550+ new, engaged followers
Increased Engagement: 4,800+ interactions in three months
Higher Click-Throughs: 2,600+ link clicks
Expanded Reach: Impressions soared from 29,000 to over 200,000 through strategic use of trending hashtags

Our flexible and responsive approach ensured we met Wienerberger’s evolving needs while delivering content that resonated with their audience. The results underscore both the strength of our partnership and the impact of a well-executed social media strategy.

“Think have become an integral part of the Wienerberger digital team, supporting us with several workstreams across our digital roadmap. From hands on execution through to strategic consultancy, Think provide an excellent service and value for money. We are excited to see how the partnership evolves this year.”

Marketing Manager, Wienerberger