AAF (AUSTRALIAN ALUMINIUM FINISHING)

SOY supported AAF in building up and managing their online presence as a market leader.

Problem

Due to various impacts of the COVID-19 pandemic, the demand for online education and upskilling sky-rocketed, hence the increased competition amongst course providers.

AAF has been a market leader in Australia for nearly 40 years with a long list of achievements and award-winning projects that set industry standards. However, as the building sector evolves faster and adapts to the digitalised world, AAF needed online communication strategies to strengthen brand awareness and introduce their services to a new wave of architects, builders, designers and fabricators.

Solutions

Referred by another client in the building sector, SOY proposed a 2-phase social media strategy to help AAF approach their target audience: Phase 1:
  • Refresh company profiles for AAF on LinkedIn, Facebook, Instagram.
  • Always-on content of three posts per week to keep away from spamming B2B audience.
  • Run trial ads on all channels to gain data and assess.
Phase 2:
  • Power up advertising, especially on LinkedIn, using learned insights.
  • Refine target audience using current database and filtering tools.
  • Match social media with website redevelopment, content marketing, email marketing – all of which AAF also engages SOY to perform.

Results
THE DATA WAS COLLECTED AFTER MANAGING PROFILES FOR A YEAR AND RUNNING ADS FOR 3 MONTHS:

1/3

COST-PER-CLICK IS 3 TIMES CHEAPER THAN FACEBOOK AVERAGE

36%

CLICK-THROUGH-RATE IS 36% HIGHER THAN FACEBOOK AVERAGE

-50%

COST-PER-CLICK IS APPROX. HALF OF LINKEDIN AVERAGE

8620

Clicks back to course landing pages on the website

256088

Number of people who have seen our ads on Facebook

10408

Engagements (like, share, comment) with the ads

SOY team is supportive and easy to communicate with. Moving to WordPress allows our website to synchronise and update, which in turn attracting more sample enquiries.

Deborah Houghton, National Architectural Specifications Sales Manager

At SOY, we appreciate all feedback and requests from our valued clients. Just drop us a line and we will respond shortly to see how we can help.