Tyrec

Mission

Tyrec is a tire recycling company that manufactures a wide range of high-quality recycled rubber products, suitable for a variety of uses such as curbs for decorative sidewalks, ornamental gardens, walkways and more. Years ago, the factory decided to stop working with distributors and make a revolutionary move for them, in which they would market directly to end users; from private people looking for a rubber tile garden floor, to municipalities that want to cover children’s playgrounds with soft rubber.

For that, Tyrec reached out to us requesting our guidance in achieving their digital goals.

Plan of Action

We built a strategic work plan aimed at generating brand awareness through sponsored Google campaigns on their site promoting their products on Facebook, and other platforms. Together with the client, we designed various campaigns based on their existing content targeting gyms, gardens, municipalities, and more.

In parallel, while considering Tyrec’s digital transformation from a B2B to a B2C group, we characterized new target audiences and formulated the company’s promotional content with relevant language i.e. not just “safety tiles”, but “kindergarten design” – not just “rubber recycling”, but more “sports facilities” and “amusement parks”, as according to similar search phrases and such end users who search for them can find the company and its products.

We published the content we crafted on Facebook and Google, where Tyrec’s new end users are, along with the new target audiences (designers, architects, kindergartens, gyms). For each audience, we created predefined messages based on their industry, such as gym solutions, or playgrounds for kindergartens, and more.

In tandem, we began working on Tyrec’s organic activity by optimizing the company’s LinkedIn and Facebook profiles to match their new goals. We also tweaked the content on the Tyrec website so as to unify the message expressed in their diverse content worlds. We also built a group community on Facebook. 

During this process, we designed a system for better understanding the people in the field by speaking with installers from every project and by asking them to document the process they go through with Tyrec’s products, including sharing pictures with us so that our team can craft new posts using original content and organic materials.