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what we did01 / 05
Brand platform and packaging
- Building the positioning for the Dubai market
- Structuring the product range
- Developing the visual system
- Preparing the guidelines
01
RBS Dubai
Stone aggregate surfacing in the UAE
- Location
- UAE
- Market
- Construction and landscaping
- Industry
- Landscaping
- Scope
- Strategy, Branding, Website, Advertising, Production
(01)
about the project
RBS Group is an international company specialising in seamless decorative surfacing made from natural stone aggregate set in a binding resin.
A competitive market with expensive traffic and a demanding audience in construction and landscaping.
(02)
about the company
The technology produces durable, water-permeable and good-looking surfaces for:
- 01Private villas
- 02Pool areas
- 03Terraces
- 04Public spaces
- 05Urban infrastructure
- 06Commercial properties
The surfacing withstands climate, wear and ultraviolet light, which makes it particularly sought after in hot countries.
The company delivers projects in private and commercial construction and is actively expanding into international markets such as Türkiye and Saudi Arabia.
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project goals
- 01Strengthen the positioning in the UAE market
- 02Build a steady flow of leads
- 03Show the product more convincingly
- 04Create an advertising model with a predictable cost per lead
- 05Give the brand a coherent digital presence
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what we did02 / 05
Website
- Designing the page architecture
- Build
- Adding product sections and case studies
- Strengthening the logic of capturing enquiries
- Optimising the structure for ad traffic
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what we did03 / 05
Paid social
The core of the project. Platform: Meta (Facebook/Instagram). A full performance model was built.
- Audience segmentation: villa owners, developers, contractors
- Testing hypotheses and offers
- A/B testing of creative
- Working across formats: video, static, case study
- Optimising campaigns for conversions
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what we did04 / 05
Shoot concepts and production
The emphasis is on showing the quality of the surfacing, not claiming it.
- Writing scripts for the ad films
- Storyboarding for performance formats
- Overseeing the shoot
- Close-ups of the surface texture
- Before and after
- Adapting the video to Meta algorithms
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what we did05 / 05
Content and creative
- Developing ad creative
- Building the visual strategy
- Refreshing the content to test hypotheses
- Packaging project case studies
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goals for the ad launch
- 01Generating leads through Instagram and WhatsApp across the main services
- 02Driving traffic to the profile so people warm up and get in touch later
- 03Building brand recognition in the local market
(06)
what we learned
- 01What works best for RBS surfacing is the emphasis on material quality and natural texture. Before-and-after video of finished sites shows a real result and holds attention.
- 02Enquiries about landscaping and interiors started coming in after creative that stressed how durable and environmentally sound the materials are.
- 03Fully bespoke surfacing brings extra traffic, but the conversions come from the premium end: design-led work for private homes, hotels and commercial properties.
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what matters
Today almost every project delivered in Dubai comes from paid social through enquiries received on Meta. Advertising has become the main source of new clients.
Work on the project continues: scaling the campaigns, strengthening production and growing the digital side.
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result
Strategy, website, paid social and 3,800+ enquiries in the UAE construction sector.
- 3,800+ enquiries over the last 6 months
- Average cost per lead around 16.4 AED
- A stable advertising model established
- Brand recognition increased in the Dubai market
- Expert voice strengthened
- A steady flow of enquiries set up