Cesa Yapı – Social Media Management
Kalm Works managed Cesa Yapı's social media with a dual B2B and B2C content strategy, growing organic reach and engagement in the building materials sector.
The Challenge
Building materials brands occupy an unusually complex position in social media: their audiences span two fundamentally different mindsets — individual homeowners making emotionally charged renovation decisions, and professional contractors, architects, and trade buyers evaluating technical performance and supply reliability. Content that resonates with one group can alienate the other. Cesa Yapı, with a product portfolio spanning parquet flooring, doors, skirting boards, and wall panels, needed a social media presence that could bridge this divide — communicating product quality and aesthetic appeal to consumers while signaling expertise and partnership value to trade professionals, all within a single, cohesive channel identity.
Our Approach
Kalm Works developed a dual-layer content strategy that addressed both audience segments within a single, visually coherent feed. Each product category — parquet, doors, skirting boards, wall panels — was given its own content vocabulary: clean lifestyle visuals and inspirational applications for consumer appeal, paired with specification-led and process-focused posts that speak the language of trade professionals. Content calendars were built around the cyclical demand patterns of the construction and renovation sectors, timing campaigns to align with peak project seasons, industry events, and consumer purchase decision windows. Community management was treated as a strategic function — not just moderation — with responses crafted to reinforce brand expertise and build ongoing relationships with both buyer types.
Our Process
Audience segmentation & channel audit: mapped Cesa Yapı's dual B2B and B2C audiences, analyzed competitor social presence, and identified content gaps and engagement opportunities in the building materials sector.
Content strategy & calendar planning: built a rolling content calendar that balances product showcases, application inspiration, educational posts, and trade-focused content — timed to sector-specific demand cycles.
Creative production: designed and produced all social media assets — static posts, stories, and carousels — maintaining a consistent visual identity that reflects Cesa Yapı's quality positioning across all product categories.
Publishing & community management: managed end-to-end scheduling, posting, and active community engagement — responding to inquiries, fostering dialogue, and building lasting follower relationships.
Performance analysis & iteration: tracked engagement rates, reach, follower growth, and content performance by category — using data to continuously refine the content mix and posting strategy.
The Result
Cesa Yapı's social media channels achieved measurable organic growth in both follower numbers and user engagement, driven by a content strategy that spoke authentically to both consumer and professional audiences. The brand's digital visibility in the building materials sector increased substantially, establishing Cesa Yapı as an active, credible voice in a category where many competitors remain passive — and translating that visibility into real commercial relationships.
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