SARA GROUP
SARA GROUP —
devising authority content for luxury bathroom products retailer
Social media post detail, designed by JWT Beirut (Rita Cherfane).
This social STRATEGY in Numbers:
Strategy Overview:
— ABOUT THE CLIENT
SARA Group is a retail and wholesale giant of high-end washroom and kitchen goods. The organization has been around for over fifty years and in the process built a reputation as one of the leading dealers of sanitaryware and hospitality products in the Middle East. A typical showroom carries over a hundred global brands that range from Villeroy & Boch to Grohe.
— CHALLENGE
As part of its many touchpoints, SARA holds a handful of social media accounts dedicated solely to their portfolio of luxury sanitaryware. Admittedly, online engagement is a coveted currency that most brands are looking to cash in on, especially after the current state of social media fatigue recorded globally. However, a question remains, how does one make bathrooms enticing enough for people to engage with the online content, willingly?
— CONTENT SOLUTION
When people follow a brand online, they either want to keep up with its catalog of products or learn something new. When I joined the JWT team, they already had a perfect handle on showcasing SARA Groups' products. My job was to push this further by evolving the brand's social media strategy and finding a way to create value for its followers. Since the follower count was already there, my main KPI was social engagement
Naturally, while devising my strategy, I looked at the industry SARA operates in, the brand's pillars, and its target audience's pain points. I then translated these pillars into content formats that could be expanded on or easily fine-tuned depending on the content calendar's general theme. These new post types work together to reflect the different sides of the brand, all the while cementing its positioning as an expert in luxury sanitaryware.
Some posts explicitly focus on follower engagement and take the shape of wild questions that reveal exciting tidbits of info about the industry. Others adopt a more subdued approach by either teaching the audience insightful design tips or by showcasing international designers, and jaw-dropping washrooms from across the globe.
#Aroundtheworld TemplatE:
Since SARA Group wants to be synonymous with "luxury bathroom designs," having one post per month where they highlight a lavish bathroom decor from around the world would back up their knowledge. By creating a signature hashtag for the template, we could experiment with the design all the while keeping everything under one uniting umbrella.
Designers Who Inspire Us Template:
A brand cannot position itself as an expert in design without knowing the medium's history. This template highlights creative geniuses, from times past or from the present, that have changed Design. Ultimately, I always make sure to link back their work to SARA Group' vision of Design as a transformative medium.
Industry Tales template:
How does one make bathrooms exciting? You create content around their insane history. These posts allow me to create storytelling around washrooms using novel facts that will raise a few eyebrows. I also use these templates as conversation starters by asking SARA's followers what they think of these strange stories.
Engaging Question template:
Sometimes, there is no need to reinvent the wheel. When it comes to engaging post types, asking followers a question can yield great results. After the first trial, I decided to have the main taglines be in Arabic as our audience has a better grasp of it. To make SARA seem more approachable, these simple tweaks go a long way.
Tips & Advice Template:
When it comes to brand expertise, I am a firm believer in showing instead of telling. There is no more straightforward way of doing so than by providing followers with insightful guidance they can't get anywhere else. These posts help build a bond between SARA and their followers while boosting brand equity.
