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03

Danket+

An engineering and construction company

Location
Russia / Dubai, UAE
Market
B2B / B2C / construction
Focus areas
Waterproofing / thermal insulation
Scope
Strategy, Branding, Content, Advertising, Production

(01)

About the project

Danket+ is a group of companies providing engineering and construction services for industrial and commercial sites.

The company has worked in industrial insulation for more than 10 years and in engineering surveys since 2004. In that time it has delivered over 1,800 projects covering more than 160,000 m².

The main lines of work at Danket+ are polyurea waterproofing, polyurethane foam insulation, engineering surveys and industrial flooring.

(02)

Project goals

Take one of the company’s services into the Dubai market and build a full brand presence in a new region.

  1. 01Take a Russian company into the Dubai market
  2. 02Choose the services to lead with in the UAE
  3. 03Repackage the service for a new audience
  4. 04Build a digital presence for the brand from scratch
  5. 05Set up the business and advertising accounts needed
  6. 06Produce English-language advertising materials
  7. 07Launch Google Ads and Meta Ads
  8. 08Win the first enquiries and clients in the new market

(03)

What we did01 / 05

Entering a new market

  • Analysis of the Dubai market, the competition and what potential clients need
  • Polyurea waterproofing and polyurethane foam insulation — the two services to lead with
  • A focus shaped by the climate: private villas, commercial buildings, roofs, pools, terraces and plant areas

(03)

What we did02 / 05

Repackaging

  • Identified the key benefits of the service for Dubai
  • Reworked the positioning
  • Wrote the advertising messages
  • Set the visual direction

(03)

What we did03 / 05

Social media and digital infrastructure

  • Created and designed the social media accounts
  • Set the visual direction
  • Prepared the content plan and the content itself
  • Adapted the communication for an English-speaking audience
  • Set up the business accounts needed
  • Prepared the advertising accounts
  • Built a list of platforms for further promotion

(03)

What we did04 / 05

Google Ads and Meta Ads

  • Meta Ads — reach, introducing a new audience to the service and testing demand
  • Google Ads — an audience already looking for waterproofing and insulation
  • Developed advertising hypotheses and segmented the audiences
  • Prepared English-language ads
  • Tested different offers and services
  • Launched campaigns to bring in enquiries
  • Tracked the quality of enquiries and the cost per lead
  • Optimised the campaigns on the results

(03)

What we did05 / 05

Ad creative

  • Static and video creative in English
  • Different offers and services put to the test
  • The best combinations chosen on enquiry quality and cost per lead

(04)

Result

A presence in the Dubai market, built from scratch.

We built the Danket+ presence in the Dubai market from scratch and launched full promotion of a new service.

  • Chose the product focus for the UAE
  • Repackaged the service for a new market
  • Adapted the positioning and the communication
  • Created the social media accounts from scratch
  • Set up the digital and advertising infrastructure
  • Produced English-language content and creative
  • Launched Google Ads and Meta Ads
  • Got strong first results from the campaigns
  • Brought in qualified enquiries
  • Won Danket+ its first clients in Dubai

(05)

What mattered

Entering a new market has to start with a marketing strategy: demand, the audience, the competition and how potential clients decide. Even a strong product needs to be presented differently once the region, the language and the audience change.

That is how we built the move for Danket+ from the Russian market to Dubai, and laid the ground for the company to grow in the UAE.