Casaton: How Faktum Substrat Is Breaking Into the Swiss Market

Casaton is the go-to partner for craftsmen, site managers and purchasers. At Casaton, customers not only find almost every product needed on a construction site, but also competent and friendly advice. In addition, Casaton is the exclusive distribution partner for the innovative Faktum Substrate in the German-speaking part of Switzerland.

The initial situation: Two key challenges

Casaton faced a double challenge that needed to be solved elegantly:

1. A product unknown on the market: The innovative Faktum Substrate was still largely unknown in Switzerland. High customs duties and logistical hurdles made procurement even more difficult. By tackling and overcoming these obstacles, Casaton secured a key position for the coming years as the exclusive distributor for German-speaking Switzerland. The next step was to leverage this potential and successfully establish the product on the market.
2. Separation from the parent company: Casaton aimed to emancipate itself from its parent company Janico and build an independent, strong brand identity. This required clear positioning and targeted communication that would underline Casaton’s independence.

Our strategy: Holistic, local and built on trust

Our approach was clear: a comprehensive strategy that not only uses digital channels, but also relies on personal proximity and deep understanding. True to our motto “Think globally, act locally”, we took a close look at Casaton and their goals. Above all, the meetings with the entire project team on site at the client’s premises proved to be a real game changer.

1. Extensive concept phase: Before we even placed a single ad, we invested heavily in the concept – because a technically perfect campaign will not generate traffic or leads if the message is not right. So we took care of:

• Target group analysis and personas: The building materials industry is now large and therefore highly competitive. We delved deep into the needs and behaviors of potential customers in order to tailor our message to them in the best possible way.
• Approach, imagery, and visual identity: A coherent and appealing visual concept was developed that reflects Casaton's values and conveys them directly to the end customer.
• Slogan and messages: We created concise catch lines and ad texts that clearly communicated both the product advantages of the Faktum Substrate and Casaton’s strengths. The goal was to build a distinctive and clear brand image for Casaton.

1. Implementation of a comprehensive SEA strategy for maximum awareness: To increase awareness of the Faktum substrate and Casaton as a new, independent seller, we relied on broad-based search engine advertising (SEA):

• Google Search Ads: Google Search Ads are ideal for a B2B awareness campaign because they specifically target users who are actively searching for relevant business solutions.
• Google Display Ads: Google Display Ads are ideal for a B2B awareness campaign because they offer broad visibility through images and targeted messaging across an extensive network of websites.
• Facebook Ads: Facebook is suitable for B2B construction companies because it offers precise targeting, wide reach, and cost-effective advertising, while visual content effectively appeals to customers.
• LinkedIn Ads: LinkedIn is ideal for a B2B awareness campaign because it offers precise targeting and professional networking opportunities.

The goal in choosing the platforms was to identify those that generate attention and firmly anchor both the Faktum Substrate and Casaton in the minds of Swiss customers.

1. Visual excellence and future viability: We created high-quality visuals with a target group-specific approach that could not only be used immediately, but also formed an excellent basis for future marketing activities. This laid the foundation for potential video campaigns or a later expansion of the awareness strategy to lead generation.
2. Setting up the ads and technical optimization: After the conception phase and the creation of the visuals, we took over the precise setup of the ads on the respective platforms. This included selecting relevant keywords for Google Search Ads, defining the target groups for display and Facebook ads, and the technical implementation of the campaigns. Through continuous monitoring and optimization of the ads, we were able to ensure that budgets were used efficiently and that the campaigns achieved the desired reach and visibility.
3. Onsite meetings and team spirit: Our onsite presence was a key factor in our success. Regular onsite meetings allowed us to build a deep foundation of trust and strengthen team spirit. Personal exchanges not only enabled us to gain an optimal understanding of Casaton's specific needs and corporate culture and incorporate them into our strategy, but also led to spontaneous brainstorming sessions and interesting implementation ideas.

The result: a strong brand and a product on its way to becoming the market leader

Through a combination of strategic conception, targeted digital advertising, and personal commitment, Casaton has achieved impressive success:

• Increased product awareness: Faktum substrate is now much better known in Switzerland, especially in German-speaking Switzerland, and is in active demand.
• Establishment of independence: Casaton has successfully positioned itself as an independent and trustworthy distribution partner.
• Foundation for future growth: The visual identity created and the campaign channels established provide a solid foundation for further marketing initiatives and long-term growth.

This project is a prime example of how a partnership-based collaboration, combined with strategic expertise and a deep understanding of local conditions, can lead to outstanding results. We are proud to have accompanied Casaton on this journey.