Mapei

Context

Mapei sought to grow awareness within the adhesives, sealants and waterproofing category of the construction sector.

Strategy

We started with quantitative research among sector leaders and in-depth interviews with key players —architects and Real Estate figures— and designed a five-year, staged plan.

Results

In the first years we positioned the Mapei name among opinion leaders —first the company and its global leadership, then its product campaigns—, measuring awareness growth in the target audience.