Tencate Geosynthetics

Transformative Rebranding and Audience Segmentation


  • A general lack of customer knowledge about the benefits and points of difference of the Mirafi® H2Ri solution
  • Customer and specifier hesitancy and skepticism about products true value, applications, and usage
  • Mirafi® H2Ri story was complex and technical feature-focused – had to be clarified and simplifie
  • Focus on cold-weather-only applications – need to shift to much wider range of solution conditions
  • Innovative solution was priced higher than other more commodity-based geotextiles


Developed Digital Transformation Story, Strategy, and Systems (3S) Playbook:

  • Created a brand story and marketing messaging that truly reflected the innovative and revolutionary nature of Mirafi® H2Ri
  • Recast the brand narrative around the solution, removing or lightening much of the engineering-heavy technical terminology and jargon typically associated with such items
  • Introduced a weimagined visual style guide so that Mirafi® H2Ri could be seen in a new and simple way
  • Facilitated alignment between salespeople and marketers had an easy reference point for maintaining brand consistency and clarity
  • Established a new customer continuum – defining each customer type as a “persona” (e.g. Specifier Sammy, Distributor Danny, Contractor Charlie, Private Sector Paula, Public Sector Paul, etc.)
  • Executed digital marketing strategy and managed the rollout of the digital advertising program


  • In just the first few months of the initiative, the new messaging strategy was an enormous success. Not only did it impact the sales of Mirafi® H2Ri, but it ultimately represented a comprehensive company-wide shift in how all new solutions are marketed and sold.
  • Exceeded goals for digital campaigns – generated significant brand awareness through Google and LinkedIn display ads in targeted markets
  • CTR metrics achieved for first campaign:
    • .67% for LinkedIn (as opposed to an industry average of .025%)
    • .78% for Google display (as opposed to an industry average of .46%

Case Study Tencate Geosynthetics