Sika

About Sika.

Founded in 1910, Sika Group is a Swiss multinational specialist chemicals company. With continuous growth and innovation, Sika has become an industry leader, with a presence across a range of markets, including construction, manufacturing, DIY, and automotive.

Sika aims to provide long-lasting and futuristic solutions in each of the markets it operates, working globally to ensure that customers receive quality solutions wherever its logo is seen.

Finding and engaging a trade audience online.

We worked with the Sika team to understand the challenges and ambitions unique to the business and, most importantly, its customers.

Sika’s goals were to make the brand more visible online and improve digital engagement with tradespeople.

Our solution involved three key steps:

• Use a data-led paid media approach to find and engage niche trade audiences with digital ads.
• Increase the visibility of the Sika brands and products in search results
• Use the data gained through PPC advertising to continue refining Sika’s marketing strategy.

One step back, to go two steps forward.

A deep dive into their previous marketing activity and analysis of their customers' online behaviours identified a golden opportunity for Sika's brands and product portfolio to establish a stronger online presence through Search advertising.

Alongside managing multiple PPC accounts, our specialists provided ongoing SEO support. Regular stakeholder meetings and reporting made sure Sika were aware of emerging issues such as slow-loading landing pages and broken links.

Maintaining close, regular communication with the Sika team allowed us to report back and refine the Search strategy at pace, despite a wide range of stakeholders involved across the Group.

Overcoming obstacles.

With the Sika HQ being based in Switzerland, we had minimal data and limited access to their content management systems, which raised reporting challenges.

So, what did we do next? We pivoted. Instead of measuring website traffic, we utilised search engine result positions (SERPs). By switching metrics, the risk of misreporting was removed, and progress could be monitored closely through ranking keywords.

Sika UK provided us with an opportunity to grow as a partner. Sika encompasses multiple accounts. This means we needed to delegate our resources to each of their brands with consideration. Each brand was treated as an individual, and we made sure they were handled with undivided care. We stayed on top of comms and listened carefully. This made sure key stakeholders stayed in touch with the right team members, and information exchanges were relevant and secure.