Etex: a trade fair campaign with Sina Klein that brought more installers to the Cedral and Eternit stand

Installers spend their working day on the building site, in the workshop or in the office. Many of them use Instagram and LinkedIn, while print, mailings or banners hardly reach them. At the same time, hundreds of exhibitors compete for attention at a trade fair like DACH+HOLZ, while a large part of the target group isn’t there at all.

So the question for Cedral and Eternit was: how do we reach installers via social media and win them over for a visit to the stand?

We developed a three-stage trade fair campaign: reach installers before the fair, accompany them during it and stay visible afterwards. It combined paid social, Google Search, mobile content creation right on the stand and a collaboration with an influencer from the target group.

Planning and funnel strategy

In the run-up, we built awareness via paid social (Meta) and Google Search and directed interested people to the trade fair landing page. During the fair, new reels and videos went out every day to bring visitors to the stand. In the follow-up, we continued the most successful formats.

Mobile content creation at the fair

The content was created right on the stand: with an iPhone, compact equipment and no elaborate set-ups. We edited the content the same day, added captions and published it. That way, reels from the set-up day were already running before the fair opened, and formats from each day of the fair went online that evening. At the same time, we produced evergreen content that Cedral and Eternit continue to use independently of the fair.

Working with Sina Klein

Master roofer and influencer Sina Klein was at the fair on two days. On the set-up day, she cut and screwed panels, nailed sheets and helped build the roof and facade models. On the first day of the fair, she gave interviews about the products and how to install them and talked to visitors. She also published stories on her own channel, bringing additional reach within the target group.

Through the campaign, we reached 1.25 million people, 22 times the total number of visitors to DACH+HOLZ. The video formats with Sina Klein at the fair were particularly successful. On the first two days of the fair, Cedral and Eternit recorded significantly more stand visits and enquiries from installers than in comparable previous years.

The trade fair campaign builds on our social media collaboration, which began in 2024 with the social media plan for Cedral.

1. Trade fair communication planning: communication strategy for DACH+HOLZ 2026 from advance communication and live content to follow-up, with a funnel approach for installers.
2. Mobile content creation at the fair: live coverage of the fair with an iPhone set-up, reels and videos right on the stand, documenting the set-up and the products in use.
3. Influencer collaboration: working with master roofer Sina Klein as an expert voice from the target group, including content planning, briefing and support on the set-up day and at the fair.
4. Post-production and editing: same-day editing, formats for LinkedIn and Instagram, both for the fair and as evergreen content.
5. Copywriting and creatives: all captions and editorial content for Instagram and LinkedIn, plus the creatives for organic content and paid social ads.
6. Campaign management: set-up, management and ongoing optimisation of the social media campaigns.
7. Ongoing support: publishing, monitoring and community management on Instagram and LinkedIn, plus project management throughout.

Etex Germany Exteriors GmbH is a German manufacturer of fibre cement roofing and facade products. Its portfolio includes Equitone facade panels, Cedral cladding boards, roof and facade slates, and Eternit corrugated sheets. The company is part of the Belgian Etex Group and is based in Beckum.