Brief information
Case: Nichiha Ukraine
(official distributor of Japanese fiber cement vent facades in Ukraine).
Cooperation period: December 2024 - present
Cooperation format: comprehensive promotion through Meta Ads
Duration: 17+ months of continuous operation
About the client
Nichiha Ukraine is an official distributor of premium Japanese fiber cement facades.
The product is aimed at:
- private construction
- development companies
- architects
- designers
- builders
- commercial objects
- modular construction
This is a technology premium product with a high average check and a long decision cycle.
Tasks at the start of cooperation
We faced several strategic goals at once:
- Increasing the number of leads
Build a stable digital demand generation channel. - Involvement of developers
Enter the B2B segment with large checks. - Involvement of architects
Build a separate communication for a professional audience. - Increasing brand awareness
Strengthen Nichiha's presence on the Ukrainian market. - Receiving applications via Instagram
Build effective communication through direct and lead forms.
Key call
Selling fiber cement facades is not an impulse purchase.
This is a complex product where the decision is made after:
- analysis of technical characteristics
- compare materials
- consultations
- design
- coordination with architects
Therefore, the standard "direct lead generation" works poorly here.
It was necessary to gradually warm up the audience through a multi-level advertising funnel.
Solution: Building a 3-level Meta-Strategy
We have split the ads into 3 separate directions, each with its own task.
Direction 1. Product catalog (site traffic)
Objective: mass coverage, warming up the market, generating cheap targeted traffic.
This campaign became the foundation of the entire system.
Through the directory we:
- familiarized the audience with the product
- formed demand
- collected audiences for remarketing
- made further leads cheaper
Results
✔ thousands of site visits
✔ consistently cheap traffic
✔ CTR to 2,8%+
✔ CPC from UAH 0.8–1.2
What it did:
The directory has become a constant source of warmed audience for all other campaigns.
Results
Direction 2. Instagram: correspondence and leads from lead forms
Objective: receiving direct inquiries from potential customers.
We tested:
- lead generation via Instagram
- correspondence in direct
- various offers
- visual concepts
- audience segmentation
What worked best:
- demonstration of finished objects
- emphasis on durability
- self-cleaning properties of facades
- Japanese manufacturability
- before/after format
Results
✔ stable flow of requests
✔ gradual decrease of CPL after optimization
✔ formation of a direct channel of communication through Instagram and Facebook
Some campaigns showed the cost of a lead from UAH 70-130, which is a strong indicator for a premium construction product.
Results
Direction 3. Architects
Loading textures for further use in design projects. Warming up to cooperation.
Objective: reach a professional audience through a useful digital product.
We have created a separate funnel for architects to receive: facade textures for visualization and use in design projects
This allowed:
- to form a professional interest
- integrate the product into future projects
- enter B2B not because of "head-on sales", but because of practical value
Results
✔ dozens of target downloads
✔ formation of a professional base of architects
✔ construction of a separate B2B direction
Results
What we've been testing for 17+ months
During the period of cooperation, the following were tested:
Creative hypotheses
- self-cleaning facades
- durability of 30+ years
- Japanese quality
- aesthetics of premium objects
- modular construction
- technical advantages
Audiences
- private developers
- architects
- designers
- developers
- builders
- audience lookalike
- retargeting
Formats
- directory
- static creatives
- video
- direct
- lead ads
- loading materials
Key outcomes of collaboration
- Complete Meta-funnel built
From cold outreach to warm-up - application - professional engagement. - A stable demand generation channel has been created
Advertising has been working not pointwise, but systemically for more than 17 months. - Effective links found for complex product
We determined which offers really work in the niche of premium facades. - A separate channel of interaction with architects has been opened
Through a useful digital product instead of direct sales.
Insights
Simple scheme does not work for expensive building products
"launched advertising - received sales".
System approach works:
Catalog - warm-up - retargeting - Instagram communication
This is what made it possible to build a long-term effective promotion model.
This case shows that
We know how to work with complex niches where:
- long decision cycle
- high check
- B2B + B2C simultaneously
- complex multi-level funnel is required.
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