RETROTIMBER produces load-bearing wood with a reclaimed wood look using an innovative process. This special product combines the visual charm of reclaimed wood with the reliability, load-bearing capacity, and durability of classic (construction) wood. Together with RETROTIMBER, we initiated a strategic process to address these challenges, acknowledge the needs of the target audiences, and build a comprehensive content marketing strategy based on that.

The collaboration began with profound, strategic elaborations: a master narrative was jointly defined. This serves as the cornerstone of every brand communication. To reach those who are part of our target audience, we need to know who they are, how they think, where they can be found, what interests them, what their demands are, etc. In a personas workshop, the foundation was collectively laid to develop detailed target audiences, divided into B2B and B2C personas. However, personas are not a static construct: they are agile, can change, and new ones can be added. The strategic elaboration forms the basis for all further steps. RETROTIMBER is a statement, pure emotion, a wood testimony, and pure nature.

To present RETROTIMBER on social media and interact with target audiences, we specifically engage channels like Facebook, LinkedIn, Instagram, and Pinterest. The first two channels are aimed at B2B audiences, while Instagram and Pinterest are interesting for B2C customers. Especially on Pinterest, people seek inspiration. We see this as an opportunity to position RETROTIMBER and provide inspiration through the display of references and the used RETRO products. By specifically utilizing social media, we are close to the target audiences and offer them relevant content. Geographically, we focus on the DACH region.

The aim is to convey knowledge about the brand, build and expand communities, generate leads, maintain existing partnerships, and strengthen the brand. 

The target audiences should be reached both emotionally and rationally: for this, topic pools were developed. These form the foundation of social media communication and are continuously expanded. This way, always relevant topics can be illustrated - there remains room for creativity. Primarily references, inspiration images, and products are shown, with people in focus - in the form of videos and photos.

For the creation of social media content, we are continuously in exchange with RETROTIMBER. On site at RETROTIMBER, at reference sites, and with partners, videos are created, e.g., to introduce the company and products more closely. Through authentic content, we succeed in touching people and giving the RETROTIMBER brand a face. Relationships are created.

Addition performance marketing is also utilized. Google search ads were created and continuously optimized to reach RETROTIMBER audiences or very specific target audiences. Furthermore, a tracking option was implemented. Based on regular evaluations, learnings are drawn and corresponding adjustments implemented. 

In the B2B area, we also communicate via email marketing. In monthly newsletters, content is created and delivered to the target audience. This allows to keep partners updated, communicate news, provide further information through, e.g., landing pages, push social media content and encourage action. 

2023 had reason to celebrate: RETROTIMBER celebrated its tenth anniversary. This event was primarily celebrated and communicated digitally. Partners and companions were brought to the forefront, we give them a platform. The focus was and is on the people behind the RETROTIMBER brand. Because without them, RETROTIMBER wouldn't be where it is today. 

A dedicated landing page formed the center of the celebrations, where the anniversary content can be found. Additionally, we communicated the 10-year milestone through social media channels, the newsletter, contextual campaigns, and in the email signature of RETROTIMBER employees. On the existing corporate website, we have added a menu item for the anniversary that links to the set-up landing page.

The anniversary campaign had the following goals: loyalty and engagement of relevant stakeholders, brand awareness, and image. Primarily, the anniversary communication was directed at B2B audiences, and incidentally also at B2C personas. 

Together with RETROTIMBER, we created short portraits in video and photo format. They can be seen as long videos on the landing page and in short form on social media. The brand is also narrated from the perspective of the founder, Alfred Hanger, during a walk through the forest. Very personally, an authentic portrait was created in the habitat of its raw material.

The team spirit is at the center for all parties involved – RETROTIMBER, the partners, and us as the supporting communications agency. Thus, we work together on the success of RETROTIMBER. This will remain the same in the future. Therefore, we will continue to jointly evaluate opportunities to advance the brand and reach the right target audiences. Content is to be continually optimized and created based on learnings to reach customers and partners both emotionally and rationally. This way we can highlight the advantages of the brand and underscore why RETROTIMBER is the best alternative to classic reclaimed wood. Not only the brand and its applications are diverse, but also the ways to communicate them. Hence, we will continue to develop together in the area of content marketing to stay up-to-date. We have created a strong, strategic-based foundation on which we will continue to build. 

Potentially interesting new social media channels, tools for engaging with target audiences, presenting the brand individually, etc., will be evaluated and utilized by us if appropriate. On Pinterest, we are currently working on building a strong community and continuously providing it with inspiration. We will continue to use Instagram, Facebook, and LinkedIn for the brand and plan to keep growing here as well.