All, Brand & Communication Strategy
Pro Formula
Giving the brand back its shine
The Challenge
Pro Formula had the pedigree. Backed by Unilever and Diversey, the brand was well respected, but its social presence wasn’t earning attention. Awareness needed to grow across the industries it serves, and organic social had to stop fading into the background. The task was to turn social into a proper brand channel – one that made Pro Formula impossible to ignore in the scroll.
The Craft
We kicked things off by getting close to the mess, reviewing how Pro Formula was performing across organic and paid social, then pressure-testing that against competitors to see where the shine had dulled. From there, we rinsed through the wider setup, tightening SEO for the newly launched site to streamline and enhance it’s online performance.
On social, we put Pro Formula through a proper rinse cycle. Creative was refreshed and the tone turned up once our copywriter had locked content pillars and voice with the Diversey team, giving the social calendar a purpose stronger than its toughest oven cleaner. Animation added agitation where the feed needed lift, while tone flexed by platform so Meta felt more conversational and LinkedIn stayed firmly B2B. The new look surfaced internally at Diversey’s internal sales conference, held at our 212 Studios, before rolling straight into Meta and LinkedIn.
The Result
LinkedIn engagement jumped by over 600%, wiping away any doubt about its B2B impact
Instagram follower growth hit 11%, well above benchmark and still picking up shine
Facebook engagement more than doubled, proving the feed was finally pulling its weight
Animated content earned strong feedback, adding the extra agitation needed to lift interaction
Other Work
All, Brand & Communication Strategy
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