Metal
Trend
B2c Digital Advertising:
Google Display + Social Media
Social Media
Content Creation
(Paid + Organic)
Ideation / Script + Social Copy /
Content Creative Direction / Acting
Brief
Australian-made metal decor business, Metal Trend, were in need of an online presence that did their products justice. Competing with similarly high-end businesses, Metal Trend needed to stand out with content that distinguished them from the crowd.
Solution
Applying a native-style approach to much of the content across Pinterest and Meta, filming directly from the Metal Trend warehouse, we produced paid and organic content for Metal Trend’s social channels that reflect what was trending on those channels.
Mirroring their values, we employed a friendly tone that positions the brand as authentic, trustworthy and masterfully crafted, setting them apart from their more corporate competitors, who focus more on the refined feel than connecting with the consumer from a genuine, Australian family business angle.
Results
Helping Metal Trend transition from Facebook Marketplace to a successful eCommerce retail business, we implemented a full-social-media-presence takeover.
The impact? Quality engagement, conversions from paid social media and a thriving online business.
A few top-line stats:
Monthly 25% increase in Pinterest impressions
+80% growth in Meta followers through paid and organic content
Google Ads
Ideation / Radio Scriptwriting / Social Media Advertising
Brief
Targeting beyond social media, we took Metal Trend’s high-end products to Google Display Ads to generate more sales and increase our audience reach.
Solution
Suave yet succinct. When you’ve only got a few words to juggle with in a Display ad, you want to get the main message across while favouring it with brand personality that reflects the product.
Metal Trend X You
Using social proof to our advantage, we implemented a “Metal Trend X You'“ strategy to showcase the ways customers have decorated their home or business with Metal Trend products.
Not only is it free content, it’s a unique way of displaying the products that is completely genuine - nothing staged, just user-generated content from happy customers showing off their Metal Trend product.
The strategy behind the wording, “Metal Trend X You”, is that it stands out and grabs the audience with the boldness of the pronoun that feels like it’s talking directly to them, while getting the message across in as few words as possible and looking trendy at the same time (if I do say so myself).
Keep it classy
Tying into the brand values, I focused on the elegant language to convey the luxe quality of the products, combined with straightforward keywords that clearly demonstrate the product’s benefits.
Brand flavour
Keeping the keywords that do the product justice, I would also test opportunities to add a hint of brand personality to bring the ads to life and engage more with the audience.
Using words like “hottest” adjacent to a fire pit provide a playful angle that ties into the genuine, Australian family-run brand values.
