How Synergos Helped wienerberger India Find Its Social Voice
The Objective
To build wienerberger India's social media presence into a channel that consistently grows authority, simplifies sustainable construction, and deepens relationships with architects, builders, and homeowners across India.
The Synergos Approach
Defined three clear audience clusters: Architects & Designers, Builders & Contractors, and Homeowners & Aspirants, each with a distinct platform focus, content need, and key message.
Built strong visibility through product campaigns, seasonal summer and monsoon initiatives, and launch campaigns for roof tiles and façade solutions. This approach deepened engagement through storytelling that connected broader aspirations around design, sustainability, comfort, and innovation.
The above approach later evolved into the current 4-pillar content framework system: For Planet (sustainability and responsible manufacturing), For People (comfort, lifestyle, and real project stories), For Convenience (construction efficiency and ease of build), and For Innovation & Creativity (design inspiration and bold clay architecture).
Turned Instagram and Facebook into visual showrooms and learning hubs using informative carousels and short, benefit-led reels to reach design professionals and homeowners alike.
Positioned LinkedIn as the thought-leadership platform with industry content, green building principles, and behind-the-scenes content from wienerberger's fully automated clay manufacturing facility in Karnataka.
Used YouTube as a how-to library for construction tutorials and technical explainers that builders and specifiers actively search before making decisions.
Built to Soar
Launched in April 2026, the Built Stories series has emerged as a powerful initiative to highlight the real-world impact of wienerberger India's Porotherm Smart Bricks range by featuring showcases of their collaborations across India. The initiative has sparked growing organic interest from the brand's other partners in the community, with architects proactively seeking opportunities to feature projects they've worked on with wienerberger India. More than a content series, Built Stories is now becoming a strategic asset that strengthens the Porotherm Smart Brick's credibility, documents its growing footprint, and fosters meaningful industry relationships.
The Outcome
Six years into the partnership, wienerberger India has one of the most consistent and recognisable social presences in India's construction materials category, built steadily through clear positioning, platform-native content, and genuine community building.
The numbers from 2024 to early 2026 reflect the compounding effect of that consistency. Instagram has grown +187% from 3,830 to over 11,000 followers, with boosted content regularly achieving reach figures between 50,000 and 94,000 and an engagement rate of 27% in February 2026. LinkedIn has crossed 7,144 followers with a steady 11%+ engagement rate, establishing wienerberger as a credible thought-leadership voice among architects, consultants, and trade professionals. YouTube has grown +54% to over 5,140 subscribers with 900,000+ lifetime views, cementing its role as a trusted pre-decision resource. Facebook, the brand's most established community with 54,000+ followers, continues to be nurtured for depth of engagement, a reflection of six years of consistent presence and community investment.
Instagram Follower Growth
LinkedIn Growth
YouTube Subscriber Growth
YouTube Lifetime Views
Facebook Community
About wienerberger India
wienerberger India, part of the global wienerberger group, provides clay wall, roof, and facade solutions tailored for Indian conditions. It serves architects, builders, contractors, and homeowners who want comfortable, healthy, and sustainable buildings that last.
