Industry overview
What is shaping wood & timber
Wood, plywood, laminates and furniture are sold through a chain of influencers: carpenters, contractors, architects and dealers often decide the brand before the homeowner does.
- Carpenters and contractors heavily influence brand choice
- Dealers balance margins, credit and brand pull
- Sustainability and certified timber matter more to buyers
Client background
A decorative veneer brand in the Gulf, working in UAE, Saudi Arabia & Qatar. Client identity is withheld to protect confidentiality.
- Organisation
- A decorative veneer brand in the Gulf
- Sector
- Wood & timber
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Video marketing, Influencer marketing
Client challenge
The brand’s social channels showed product catalogues that attracted little engagement. It wanted to reach architects, designers and homeowners planning interiors.
Research objectives
- Deliver on the brief: turning carpenter craftsmanship into engaging social content.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Instagram and YouTube content over six months.
Audiences we typically reach in wood & timber
Carpenters and contractorsArchitects and interior designersDealers and distributorsHomeownersFurniture buyers
Geographic coverage
Coverage: UAE, Saudi Arabia & Qatar. Markets: United Arab Emirates, Saudi Arabia and Qatar.
- United Arab Emirates
- Saudi Arabia
- Qatar
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Short-form video
- 3Designer collaborations
- 4Insight
We produced short videos showing veneers being installed by skilled craftsmen and finished rooms, collaborated with interior designers to feature real projects, and shared practical tips on choosing finishes.
Social media marketingVideo marketingInfluencer marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Showing craftsmanship in action made a technical product inspiring.
Recommendations
- Build on the core insight: showing craftsmanship in action made a technical product inspiring.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Engagement and enquiries from designers grew steadily, and the brand’s content became a resource its sales team shared with clients.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what makes a dealer push one brand over another?
Client identity is withheld to protect confidentiality.