Heidelberg Materials is one of the world’s largest integrated manufacturers of building materials and solutions with leading market positions in cement, aggregates, and ready-mixed concrete. In the UK, the company is split into five business lines – aggregates, concrete, asphalt and contracting, cement and recycling – which together operate around 280 manufacturing and distribution sites and employ more than 3,500 people.
Heidelberg Materials had already established a presence on social media platforms including Instagram and LinkedIn, but their marketing team was eager to explore the potential of TikTok. As a leading building materials organisation, Heidelberg wanted to use TikTok for four key reasons – increase awareness, change perception, recruitment purposes and boost engagement. With TikTok’s primary audience being 18 – 24 year olds, Heidelberg was keen to reach this particular demographic and share insights about working in construction, debunk any myths and highlight opportunities about working in the industry, particularly for those considering a career in construction.
However, the team was unfamiliar with TikTok and were looking for training in video conceptualisation, production, and editing. They were also looking to streamline their video production process to ensure they could deliver content swiftly and efficiently.
Initially, we conducted a virtual training session with the Heidelberg team, exploring ways in which we could engage individuals across the UK. The training began with an in-depth exploration of TikTok, followed by a discussion on the importance of storyboarding and editing.
The next phase involved joining the Heidelberg team at Whatley Quarry in Frome, one of their key sites in the South West. We started the day by learning more about Heidelberg and the team’s goals for their TikTok content, and then proceeded filming – assisting the team with the creation of a bank of content to help launch their TikTok. We delivered training on filming techniques, as well as editing and transitions to ensure they created flawlessly finished TikToks. Our visit also ensured we could cover the perfect shooting angles and ideas for future content, equipping the team with all the knowledge they needed to start their TikTok journey.
The online and in-person meetings were a huge success, and the team came away with lots of amazing content to share on social media. From ‘a day in the life’ reels through to fun behind-the-scenes content from the quarry. The new content has already helped boost engagement on the organisation’s TikTok page and helped highlight some of the benefits of working in the construction industry.
“Massive thanks to the NetMaxRes team for their incredible leadership on our TikTok content creation day! They truly went above and beyond, delivering amazing content and a strategy that exceeded our expectations.
The whole experience was seamless and we couldn’t have done it without their expertise and creativity.”
Paul Cassell, Internal Communications Manager, Heidelberg Materials
