Turning technical expertise into content people follow

Georgia-Pacific Building Products has the expertise, the products and the brand credibility. On social, that expertise wasn’t getting seen. Almost 70% of the brand’s content was static, technical graphics containing high-value information, but getting buried in feeds built for motion, sound, and personality. The challenge was to translate technical content for a social audience in a way that educates and entertains, and to give people a reason to follow Georgia-Pacific Building Products instead of scrolling past. The solution was to rebuild its organic social strategy around video.

Industry

Building Materials

What We Did

Organic Social Strategy
Video-First Content
Platform Optimization
Visual Identity System

The Ambition

Reposition Georgia-Pacific Building Products on social as an approachable authority. A B2B audience is still a human audience, and the people choosing building products want their feeds to inform and entertain them like anyone else. The ambition was to grow reach, engagement and audience across their platforms by making technical content feel human, without losing the expertise behind it.

The Strategy

Go video-first. Between 2020 and 2023, social feeds shifted toward short-form video, and static graphics struggled to engage. Georgia-Pacific Building Products’ content mix was flipped from 69% static and 31% video to 56% static and 44% video, and replaced cross-posted content with a distinct role for each platform. The goal was threefold: capture attention, deepen engagement and turn one-off views into a lasting audience.

The Execution

01
- Ammunition planned and led quarterly shoots at Georgia-Pacific Building Products facilities, putting employees and sales reps on camera. Each shoot followed a content plan and produced a bank of videos for multiple platforms and profiles.
02
- Videos ranged from how-tos and installation guides to personality-driven employee quizzes.
03
- Existing video content and trade show footage were evaluated and reformatted for social when appropriate.
04
- Social-first hooks, trending formats and a template and caption style kept every video consistent and native to the feed.
05
- Monthly reporting, with deeper insights each quarter, tracked what was working and shaped the content mix for each new calendar.

The Growth

Video output grew 106%, and the audience noticed.

+218%
Engagement rate
+781%
Engagement rate on video
+65%
Impressions

Based on industry-average B2B CPM benchmarks, buying the reach this content earned organically would have cost an estimated $30,000–$48,000 in LinkedIn and Meta ads. That’s brand value earned without spending a single ad dollar. Proof that a B2B audience is still a human one.

How Much Can You Grow?

Find Out

More Work