Biasi UK - heating up their social media
Formed in 1938, Biasi is an Italian residential boiler and heating manufacturer.
Biasi UK Ltd was formed in 1990 to promote the group’s products throughout the UK. Based in the West Midlands, Biasi UK provides an unrivalled one-stop-shop heating solution, working with merchants and installers. They have a strong focus on sustainability, with gas-adaptive and electric boiler ranges, and have recently launched a new range of commercial boilers.
414%
Increase in Instagram followers
Project overview
Biasi had been posting very infrequently on their social media platforms, in some instances they hadn’t posted for a year. Engagement was close to zero on all platforms (Twitter/x, Facebook, Instagram and LinkedIn) and there was no brand consistency to posts.
They had some legacy brand reputation issues from a few years previously, with poor online reviews, which they wanted to redress.
The objectives for the organic social media campaign were to:
- Relaunch Biasi UK on social media - organic only
- Raise awareness of the Biasi brand amongst the target market
- Launch their new product ranges at the NEC Installer Show in 2023 and 2024
- Improve audience engagement
- Generate demand for product
- Establish and promote their sustainable products and green credentials
Three core themes:
1. Product range
2. Green credentials
3. Brand
476%
Increase in LinkedIn followers
Our approach
We worked closely with the team at Biasi UK to identify key strengths and benefits for each of the target audience groups:
- Installers – often specifier and decision maker for end user
- Merchants -influencer, decision maker on whether to stock
- End user – householder who may specify, influence or decide
We identified key sales messages to promote, such as the quality of their customer service, next working day despatch for spare parts and that their engineers fix most issues on the first visit.
We also set up the UK Board Director on LinkedIn (he didn’t have an account) and started building his personal profile, connecting with key customers and industry contacts, then inviting them to follow the company page.
In terms of addressing the historical brand reputation issues, we worked hard to communicate Biasi’s WHY through clear and strong messaging around strengths. We were proactive with creating graphics with testimonials from Trustpilot, Google and other review sites.
Our aim was to make it easy for the installer channel to sell Biasi to their end customer.
Design and content creation
Our first point was to create a suite of social media templates in Figma, that would cover the different types of posts we would be creating. These are then quickly edited in Figma and exported.
The templates ensured both a variety of post styles, as well as a consistent brand look and feel.
Outcome
During the campaign (May 2023 to August 2024), we significantly grew their audience, brand visibility and business community engagement on their social channels.
The launch of the electric boiler range was extremely successful, with stocks selling out very quickly after the Installer Show launch. We also successfully launched and promoted their partnership with Screwfix.
Instagram highlights
- 435% increase in followers
- Reach up 414%
- Impressions up 400%
- Engagement up 194%, especially strong in Stories
Facebook highlights
- Engagement up 160%
- Posts up 240%
- 10,000 reach
- 22k page impressions
LinkedIn highlights
- 476% increase in followers
- 25.2k impressions
- 13.8k reach
- 2.9k post clicks
- Reached the target audience – senior decision makers in mid to large SMEs
160%
Increase in engagement on Facebook
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