Etex: a social media plan with 60 days of ready-made content that helps Cedral speak to architects and installers

How can Cedral structure its social media activities to reach architects and installers?

What was needed was a coherent plan that starts from the needs of the target groups, sharpens the brand and makes use of existing content. The requirements in detail:

• Analyse the existing social media channels and identify room for improvement
• Develop a strategic plan with clear content pillars and formats
• Build a distinctive visual identity for Instagram
• Enable the in-house team to continue the strategy independently
• Produce content for the first two months that is ready to use straight away

We started with an analysis of the existing channels. Building on this, we developed a social media plan with clear content pillars and prepared the Cedral team to continue the strategy themselves.

Analysis & strategy

First, we took a closer look at Cedral’s target groups: where do architects and installers spend time on social media? What interests them? On this basis, we assessed the existing channels and made recommendations on media budget and channel strategy, with a clear focus on Instagram.

Plan & design system

The result was a social media plan with content pillars, topics and formats, plus a consistent look & feel for the Instagram channel. A custom design system in Figma and practical guides for captions and community management make the plan ready to use straight away.

Workshop & enablement

In a three-hour workshop, we taught the Cedral team the key basics for running things on their own: creating content with little effort, repurposing existing content, brainstorming methods and applying the new design system.

60 days of content

To put the plan straight into practice, we produced the complete content for two months: posts, reels and stories, including captions and editorial planning. For this, we mainly reused existing website content.

The plan turned into a longer collaboration. After that, we produced content for Cedral regularly. A social media playbook followed in 2025. In 2026, the work included campaigns on Pinterest and in search as well as the trade fair campaign for DACH+HOLZ.

• Target group analysis
• Channel strategy & media planning
• Social media plan
• Design system (Figma)
• Workshop & team enablement
• Content production (60 days)