P1 approached PinPoint Media with a clear objective: scale their online presence and boost sales through paid digital channels. Despite their established reputation in local markets, they understood that to thrive long-term, they needed to reach a wider audience, specifically professional plasterers, across online platforms.
P1 operates in a niche market with a highly targeted customer base. To establish authenticity and trust, the content needed to feel organic, relatable, and grounded in real-life trade scenarios.
This required:
Producing genuine user-generated content (UGC)
Capturing behind-the-scenes moments on actual job sites
Speaking directly to the plastering community in a tone that resonated with them
An additional challenge was overcoming a common misconception: that P1 only served interior plasterers. In reality, their product offering includes exterior spray render machines, a value proposition not fully understood by their audience. We needed to establish a clear, engaging narrative that highlighted the full breadth of their solutions.
Our Approach
We adopted a content-first, audience-focused strategy that prioritised authenticity and platform-specific best practices.
Key Steps:
Monthly Content Shoots: Regular on-site and studio shoots to create engaging, vertical (9:16) video content optimised for social platforms.
Social-First Creative: Developed videos tailored to each channel, with a focus on storytelling and UGC aesthetics.
Trend Hacking: Leveraged topical moments and executed a standout April Fools’ campaign to boost engagement and brand awareness.
Messaging Refinement: Clarified the dual offering of internal plastering tools and external rendering systems to align with distinct customer personas.
Our strategic and creative efforts delivered exceptional results in the first six months:
Ad Spend Increased by 124%
Return on Ad Spend (ROAS): 6.55
Cost Per Click (CPC) Decreased by 13%
Average Order Value Increased by Over 40%
This success not only validated our content strategy but also cemented P1’s position as a trusted, modern brand within the plastering industry. By combining authentic content with strategic media buying and channel-specific execution, we transformed P1’s digital presence and unlocked significant revenue growth. This case study highlights the impact of knowing your audience, investing in storytelling, and executing with precision across the right platforms.
“Can I just start off by saying how good this year looks, fair play to you guys, this is cracking, and we are very pleased – Thank you! Well done to everyone involved.”
Ryan Hill, Director, P1
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