The Challenge
Simta Astrix is a UPVC windows and doors manufacturer based in Chennai, producing a range of products from casement doors and sliding windows to arch doors, bathroom windows, and ventilation systems. The company needed to build a strong digital presence and generate qualified leads through social media channels.
Building materials is not a category that naturally lends itself to social media engagement. People do not scroll through Instagram thinking about UPVC windows. The purchase cycle is long, the products are high-consideration, and buying decisions are influenced by architects, builders, and interior designers as much as by end consumers. Most building material manufacturers struggle on social media because they treat it like a product catalogue rather than a platform for education and trust-building.
What We Did
Multi-Platform Social Media Strategy
We built a presence across three platforms, each serving a distinct role in the marketing funnel:
Facebook was positioned as the primary reach and lead generation platform. With a large user base of homeowners and property buyers in India, Facebook was used to drive product awareness, run targeted campaigns, and capture leads through messaging conversations. The strategy focused on reaching people in the consideration phase of home construction or renovation.
Instagram served as the brand's visual portfolio. For a building materials brand, showing the product installed in real homes and projects is far more effective than showing product specifications. Instagram content was designed to showcase the aesthetic appeal of UPVC windows and doors in residential settings, making the product desirable rather than just functional. This platform also served as a discovery channel, with profile visits becoming a key engagement metric.
LinkedIn was used to build B2B credibility and connect with architects, builders, interior designers, and dealers. The content on LinkedIn was tailored for a professional audience, focusing on product specifications, manufacturing quality, industry insights, and the technical advantages of UPVC over competing materials. This platform was essential for building the referral network that drives a significant portion of building material sales.
Content That Educates, Not Just Advertises
The creative strategy moved away from standard product-focused advertising. Instead, the content was designed to educate potential buyers about UPVC as a material and help them make informed decisions. Topics covered included:
The Results
Lead Generation
The most important metric for a manufacturer is leads, and the numbers tell a clear story:
Qualified Leads were generated consistently across the 6-month period.
The monthly trajectory showed strong growth. November 2023 started at significant lead volume as campaigns were being set up and optimized. December saw a jump to Significant lead volume as the strategy gained traction. January 2024 delivered Significant lead volume, more than doubling the previous month. February 2024 peaked at Significant lead volume in a single month, the highest volume achieved during the engagement period. March and April sustained at 356 and Significant lead volume respectively.
The average monthly lead volume under Wonkrew was Significant lead volume per month, a 3.3x increase over the previous average of Significant lead volume per month. This represents a 231% increase in lead generation capacity.
Key Takeaway
For building materials manufacturers, digital marketing success requires a strategy that goes beyond product advertising. By combining educational content, platform-specific strategies, WhatsApp-driven lead capture, and paid advertising, Wonkrew transformed Simta Astrix's digital presence from a minimal footprint into a lead generation engine delivering Significant lead volume in 6 months, with sustained performance that continued to grow in subsequent months.
