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Beyond Classic: A Fusion of Legacy and Innovation
Our magic
Creative Strategy
Art Direction & Design
Copy & Microcopy
Campaign Management
Lead Gen Funnel Formations
Converted Landing Pages
Newsletter
Creative Strategy // Art Direction & Design // Copy & Microcopy // Campaign Management // Lead Gen Funnel Formations // Converted Landing Pages // Newsletter
When Cosentino Israel launched the DEKTON PIETRA EDITION, inspired by the sculptures of ancient Rome, we set out to craft a campaign that seamlessly blended timeless elegance with cutting-edge innovation. Through a multi-channel strategy, we created impact across key touchpoints—combining a striking brand video, interactive stories, direct partner outreach, and targeted lead generation to engage both new and existing audiences. By balancing brand storytelling with performance-driven marketing, we successfully generated high-quality leads, proving that true classics don’t just endure—they evolve.
When Classic Meets the Future
When Cosentino Israel approached us with the challenge of showcasing their new DEKTON PIETRA EDITION, we knew the story had to go beyond merely presenting luxurious stone surfaces. Inspired by the iconic sculptures of ancient Rome, this collection seamlessly blends classical aesthetics with cutting-edge, sustainable technology. To encapsulate this unique fusion, we crafted the campaign’s central slogan: “Beyond Classic.” This phrase not only pays homage to Rome’s grand artistic legacy but also pushes its timeless elegance forward—toward the next generation of design.
This interplay between past and future, tradition and innovation, and rigid conventions versus boundless creativity is what defines the PIETRA collection in particular—and Cosentino as a brand at large.
Presence at Every Touchpoint
To maximize reach and engagement, we implemented a multi-channel campaign strategy, designed to connect with our target audience at different stages of the funnel. The campaign began with a captivating brand video and interactive stories on Meta, driving awareness while showcasing the collection’s versatility.
Simultaneously, we sent WhatsApp messages to Cosentino’s partners, directing them to a landing page for lead submissions. We also launched two newsletters—one focused on brand positioning and the other on driving conversions.
To close the loop, we ran a lead generation campaign alongside the second newsletter, targeting both new audiences and warm prospects. This ensured we expanded reach while reinforcing interest among engaged users, maximizing conversions.
Presence at Every Touchpoint
To maximize reach and engagement, we implemented a multi-channel campaign strategy, designed to connect with our target audience at different stages of the funnel. The campaign began with a captivating brand video and interactive stories on Meta, driving awareness while showcasing the collection’s versatility.
Simultaneously, we sent WhatsApp messages to Cosentino’s partners, directing them to a landing page for lead submissions. We also launched two newsletters—one focused on brand positioning and the other on driving conversions.
To close the loop, we ran a lead generation campaign alongside the second newsletter, targeting both new audiences and warm prospects. This ensured we expanded reach while reinforcing interest among engaged users, maximizing conversions.
Driving Effective Engagement
Engaging with both cold and warm audiences simultaneously was a key pillar of our strategy.
Cold audiences included individuals who had never interacted with the brand before but had a relevant professional or aesthetic affinity. For this group, our primary objective was to build awareness and make a strong first impression through visually compelling content and a powerful brand story.
Warm audiences, on the other hand, had already shown initial interest—whether by watching the campaign’s brand video, engaging with stories, opening the newsletter, or visiting the landing page. For them, the goal was to convert curiosity into action. That’s why our messaging was more targeted, referring back to the content they had already engaged with and including clear calls to action for lead submission.
This dual approach created a holistic customer journey—expanding brand awareness on one hand while simultaneously nurturing and converting engaged users into high-quality leads.
Success in Numbers
Considering that this was an ad-hoc campaign, with no prior ongoing promotional efforts by Cosentino Israel, and given the fact that the company had rarely run campaigns fostering consistent engagement with its audience, we can confidently define this campaign as a success. Additionally, it’s important to recognize that we operate in a high-end market where the purchasing cycle is lengthy and complex, requiring a gradual decision-making process.
Despite these challenges, we successfully generated high-quality leads, with 50% of them classified as highly relevant—both in terms of their suitability for Cosentino’s services and their readiness to move forward in the sales process. This outcome underscores the effectiveness of our campaign strategy, which balanced broad awareness generation with a precise mechanism for driving action among the right audience.
