Bristol-based plasterboard manufacturer Siniat has harnessed the marketing power of YouTube to launch a new product range to builders.
The firm, which has a factory at Easton-in-Gordano, wanted to pitch its innovative range of metal partition frames called Bulldog against more traditional timber products – with a key part of its marketing plan communicating its superiority to an audience of predominantly younger builders. 
Siniat – formerly Lafarge Plasterboard – called on Bath creative agency Mr B & Friends, to come up with a novel way to reach this audience.
It has created a cheeky video of a bulldog builder disparaging traditional timber products, which has already secured more than 100,000 views on YouTube in five weeks.
The campaign is supported by a microsite, also created by the agency: http://siniatbulldog.co.uk/
The bulldog video is also underpinned by a Google Display Network digital campaign which targets younger customers, according to their online interests, and allows Siniat to track the campaign’s success click by click.
Siniat UK marketing communications manager Fiona O’Callaghan said: “This is our first foray into digital and social media marketing. Our campaign specifically targets an audience of young builders, where we challenge them to try a new construction technique.
“For this target group, Mr B & Friends advised an approach that was both fun and light-hearted. The campaign looks fantastic and we’re really chuffed with it.”
Mr B & Friends design director Kate Gorringe added: “It was clear from the brief that targeting those loyal to age-old dry walling techniques would be a waste of campaign resources.
“Younger builders would be more open to new ideas and more engaged with social media, so the objective was to use digital media in a memorable and tongue-in-cheek way to get them talking.”
The campaign runs for the next three months. The video can be seen on YouTube at youtube.com/user/siniatukchannel
