wienerberger: an Instagram channel where architects find knowledge on sustainable building where they scroll anyway

How can knowledge about sustainable building be shared on social media without falling into conventional marketing patterns? klimaform was meant to share knowledge and show what role bricks and clay building materials play in sustainable building.

The specific requirements for the channel:

• Build an independent, fact-based knowledge platform that isn’t perceived as a corporate channel
• Prepare complex sustainability topics in construction so that they work on Instagram
• Bring together editorial content from design practices, institutes, politics and events
• Integrate wienerberger’s products and topics subtly, without coming across as promotional

The challenge: to create a platform that architects and specialist engineering consultants (building services, structure, fire safety) use regularly because the content is relevant.

Short, pointed posts and a pared-back, factual visual language make complex topics easy to understand.

Editorial concept

Every post follows the principle »keep it short and sweet«. The sources come straight from the industry:

• Quotes from figures in the architecture scene
• Facts and figures from research institutes and political bodies
• Context on current construction and sustainability topics
• Reading recommendations and event announcements

Visual design

The visual language is deliberately pared back and factual. Clear graphics, consistent typography and an independent look give klimaform an identity of its own as a knowledge brand.

Outcome

klimaform has established itself on Instagram as a knowledge channel on sustainable building. In 2023, klimaform won the award for best social media presence at the Architects’ Darling Award.

wienerberger is the world’s leading supplier of clay building materials. With @klimaform, the company has an independent Instagram channel with knowledge on sustainable building, on which it deliberately keeps a low profile as the sender.

The collaboration covers full management of the channel:

• Social media strategy and positioning
• Editorial planning and content research
• Visual concept and production of all posts
• Community management and interaction
• Campaign management and performance analysis

• Strategy consulting
• Content planning
• Copywriting
• Social media management
• Campaign management