hfa Insights, News & Awards


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How hfa Helped a Concrete Brand Find the Right Mix — of Content


  • 617,000+ Social media impressions in 9 months
  • 3x The number of social users engaged compared to the previous year


Sakrete, a brand offering concrete, mortar and related products, wanted to become a resource as trusted as the category leaders. It was time to drive preference for the brand by engaging with DIYers online.


Social listening research revealed that DIYers seek out project tips and how-to advice online. hfa was also able to identify what specific types of content they look for and where. For example, DIYers engage most with how-to videos on YouTube.


hfa developed a holistic content marketing strategy and execution plan for Sakrete, prioritizing the specific platforms where the target audience is most receptive. We customized messaging for each platform to put the types of answers and solutions DIYers want in the very places they're looking. All content was written and designed to make DIYers feel they could tackle almost any project with Sakrete's help.