Namasa — a video-first content strategy for a building-materials brand
For Namachin facade bricks and their representative Namasa, a content strategy built to break the cliché of lifeless industrial content — on three pillars: storytelling, education and real projects.
Reels from 11K to 8.2M views, and more than 9,000 new followers from the two standout videos alone.
The challenge
Digital marketing for heavy industry and building materials — facade bricks among them — tends to hit the same wall: content with no life in it, which neither the general public nor the specialist audience finds worth watching.
Namachin facade bricks, through their representative Namasa, needed an Instagram presence that architects, builders and designers would actually stop for — and one that held them to the last second of a video, so the algorithm had a reason to show it to more people.
The strategy was to break that cliché rather than decorate it: content that is visually strong, but that also makes the viewer curious enough to stay. It rested on three pillars.
Storytelling. Behind the scenes — how the bricks are made and how their quality is checked — to build trust before asking for anything. A storytelling Reel from May 2025 reached 193,744 views; two others reached 32,235 and 11,077.
Educational content. Technical tips, installation methods and practical benefits, written for specialists and architects rather than for a brochure. A 17-second educational Reel from June 2025 passed 8.2 million views; another, from July, reached 114,540.
Real projects. The materials in finished buildings, so quality is shown in use instead of claimed. Two Reels in this pillar reached 30,587 and 14,415 views, and a collaboration post with Radis Group reached 159,354 views and 87,061 accounts.
Every piece was measured after it went out — views, reach, skip rate, saves, shares and follows — and the next scenario was written from what those numbers said. The two standout Reels each have a case study of their own on this site.