Viospiral is one of the largest Greek industries with a 50-year history. It is a leading Greek plumbing company founded by the Natsakakos brothers in a small warehouse in 1974. Today, it has grown into a major European production unit with worldwide exports, exclusive marketing partnerships with major international brands, and a network of more than 1,500 sales points in Greece and Cyprus.
Content Creation
The Creative Team’s deep dive into the archival material was one of the first steps in understanding the brand, its founders’ history, and their beliefs. Capturing this history in the modern era serves as a bridge between the established past and the promising future, which is often built upon that past. By thoroughly understanding the brand, we uncover and highlight all the elements that have brought it to the top, and central to this success is its rich history.
When we started working together, we were tasked with creating the identity of the company’s digital presence, as the brand name had almost no presence in the digital world until then. The big challenge was crafting a solid digital brand identity that seamlessly blends the company’s authority with modern communication language.
The first step was thoroughly exploring the background to decode the company’s identity, history, position, and philosophy. This involved interviews with the founders and the next generation of leadership—their children—who took over the reins in the last decade. We studied the technical language, conducted on-site visits to different departments, held discussions with department heads, collected photographic material, and reviewed archival material.
This preliminary but essential process gave us all the information we needed to understand our new partner. The second step was to map the audience we needed to address: plumbing product distribution stores, plumbing and building construction industry professionals, and consumers interested in purchasing such products. This is the “tree” of the audience we identified.
Το πρώτο βήμα ήταν να κανατονήσουμε πρώτα εμείς οι ίδιοι το υπόβαθρό της για να μπορέσουμε να αποκωδικοποιήσουμε την ταυτότητα, την ιστορία, τη θέση και τη φιλοσοφία της εταιρείας: συνεντεύξεις με τους ιδρυτές και την επόμενη γενιά ηγεσίας, τα παιδιά τους, που ανέλαβαν την τελευταία δεκαετία τα ηνία, μελέτη της τεχνικής γλώσσας, επιτόπιες επισκέψεις στα διαφορετικά τμήματα της εταιρείας και συζήτηση με τους επικεφαλής τους, συλλογή φωτογραφικού υλικού, μελέτη του αρχειακού υλικού.
If you search for “content creation,” you’ll find the phrase “Content is king” everywhere. Cliché? Yes, but not without reason!
High-quality brand content seamlessly aligns with its identity, acting as a multifaceted spotlight that illuminates its key values and references. It’s interactive, engaging the audience, and stays current by weaving in relevant trends and events. This content fosters curiosity by sparking questions and providing insightful answers, all while remaining consistently interesting and fresh. These combined strengths leave a lasting digital impression, acting as the brand’s unique stamp in the online world.
At Viospiral, we achieved this by establishing specific guidelines from the start and diving right in. This involved monthly photo and video shoots and live broadcasts from training sessions and events organized by the company at partner stores. Nomadism is part of our job, so we travel all over Greece with Viospiral team when necessary because a story is much more than just an upload.
We balanced modern trends and a functional communication language by respecting the company’s desired identity. We adhered to the principles of aesthetic and temporal consistency. We successfully met our initial goal: to create a modern, strong digital image that keeps the interest of a diverse audience and maintains a steady, upward trajectory of resonance.
Performance Ads
The second challenge arose when Performance Marketing joined Digital Strategy to craft a compelling brand promotion strategy. How could we create an advertising presence with a dynamic campaign that would appropriately support the “weight” of the brand name? The solution lay in taking “baby steps” to establish the foundation of our communication structure properly. After all, when aiming for the penthouse view, you must ensure the building’s foundations are solid, right?
First things first: developing organic appeal. It may seem like an oxymoron, but for a strong advertising impact, it’s vital that the brand first gains a solid presence in the digital world with organic appeal. So, we generated a significant content stream, nourished the communication channels, developed an initial audience base, and prepared to fuel the advertising engines effectively.
Communication & Outreach
We target three main groups, which sometimes coexist, sometimes alternate, and sometimes form subcategories: brand awareness, identification of Viospiral with major international brands (with which it has exclusive agency relationships for Greece and Cyprus), and promotion of new products.
To achieve this, we developed an annual advertising calendar based on a thorough study of Viospiral’s audience’s needs, current events, and requests. Different objectives were strategically distributed throughout the year following a detailed budget estimation.
The digital ecosystem of every brand is a universe, and at B2Square, we treat it as such. We cannot create effective ads if the online content does not align with the purpose and quality of the ads. Every communication tool, whether online or offline, is an integral part of promotion and outreach. Online and offline communication are interconnected, each enhancing the value of the other. The online footprint must be consistent with the traditional or offline identity because, beyond web presence, companies’ real, human side always embraces and “confirms” the high quality of online content. This approach helps avoid an impersonal and inaccessible company profile that is difficult to approach.
Consulting is an integral part of our services. We discussed Viospiral’s participation in exhibitions that reflect the brand and its values. After systematic research on the results of the nationwide digital launch of Mamoli in Greece, we concluded that training seminars were necessary within Viospiral’s network of partners, especially in the world of builders and architects.
Website Redesign – Glow up
Viospiral produces its own products, including kitchen and bath fixtures, under the Greek-made brand Modea. Modea exclusively produces bathroom products in its factory in Greece. When we took over Viospiral’s 360° account, Modea already had a website, but it needed a “glow-up” rather than a complete rebuild. Refreshing the old site to match the brand’s visual identity can often be more effective.
When we took over the Viospiral account, Modea already had a website, but it needed a glow-up, as we say in the digital marketing world. Updating an existing website can often achieve the desired look and feel that truly reflects the brand’s essence.
