MI-TEK

Construction & Building Product Marketing | MiTek

Builder Product Awareness & Lead Generation Campaign

Challenge
MiTek Australia engaged Red Crayon to build awareness and consideration for its Posi-Strut flooring system among small to medium residential builders. The challenge was to influence established product preferences, communicate Posi-Strut's advantages and generate qualified leads.

Solution
We created Rethink it with Posi-Strut, positioning the flooring system as a smarter, more efficient choice for residential builders.

Clear product comparisons and benefit-led creative translated technical advantages into commercially relevant messages for time-poor builders. A full-funnel digital campaign across Meta, Display and Search combined prospecting and retargeting to build awareness, nurture consideration and drive enquiries through a dedicated campaign landing page.

Outcome
An integrated B2B lead generation campaign designed to challenge existing builder preferences, increase product consideration and generate enquiries for Posi-Strut across the Australian residential construction market.

Capabilities Delivered
B2B Marketing • Construction Marketing • Building Products Marketing • Builder Marketing • Behaviour Change Campaigns • Product Marketing • Lead Generation • Full-Funnel Digital Advertising • Meta Advertising • Display Advertising • Search Advertising • Retargeting • Campaign Creative • Copywriting • Media Planning & Buying