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In this case study, we analyse DECORCERAMICA’s experience with Flowbox and user-generated content. By using Flowbox’s tools, DECORCERAMICA has been able to deploy a multichannel strategy with user-generated content, including their website (homepage, community page, blog, and product pages), email marketing, and social media.
In a strategy centred around inspiration and authenticity, the brand’s results are remarkable: an average engagement rate of 16.25% across all flows and a click-through rate (percentage of users who click on “Buy” buttons) of 15.75% in the last three months.
ENGAGEMENT RATE
16.25%
CLICK-THROUGH RATE
15.75%
DECORCERAMICA is a leading company in the Colombian market for floor, wall, and bathroom products. They specialize in selling architectural finishes with innovative designs and diverse styles, colors, textures, and formats.
With a presence in more than 60 cities in Colombia, DECORCERAMICA stands out for the quality and innovation of their pieces. This has made them one of the most recognized brands in the architecture and design industry in the country.
For DECORCERAMICA, inspiring their customers is key. The diversity and creativity of their product designs make it possible to imagine all kinds of scenarios in a home and choose finishes that showcase the personality of the inhabitant. That’s why their promotional images aimed to bring these scenarios to life visually.
“At DECORCERAMICA, we have always communicated through inspiration. If you’re a person who loves adventure, you can choose products that remind you of that place. To show this, we had beautiful photos of products in dream spaces, but which often don’t look like your real home.”
María Carolina Robles, Communications Leader at DECORCERAMICA
Despite the quality of their corporate content, the DECORCERAMICA team realized that what their customers were looking for was something more authentic: seeing how those products from the website look when installed in real homes and in everyday contexts.
User-generated content (UGC) presented itself as an answer to this need. However, they needed a tool that would allow them to manage the brand’s UGC, automating most of the processes that, if done manually, would be unsustainable for an eCommerce of their size.
After learning about Flowbox through other companies in the industry, DECORCERAMICA chose the platform as their partner to manage user-generated content.
By using Flowbox’s tools, DECORCERAMICA has been able to deploy a multichannel strategy with user-generated content, including their website (homepage, community page, blog, and product pages), email marketing, and social media.
This authentic presence of their community in each of the brand’s communication spaces has allowed them to offer authenticity and inspiration to users who visit their website and social channels, or are subscribed to their newsletter.
The UGC galleries on the homepage, community, and blog pages are highly inspirational for users and show very high levels of engagement.
The brand uses Flowbox’s Dynamic Tags Flows to create dynamic galleries based on established content categories (pools, bathrooms, exteriors, etc.). This allows users to easily filter and find the type of product they want to see in the UGC flow on the community page.
DECORCERAMICA – UGC on the community page
DECORCERAMICA maximizes user-generated content by connecting products to posts to create shoppable galleries. This allows users to discover which specific brand products are being shown in each post and learn more information about that product by clicking the “Buy” button.
DECORCERAMICA – UGC on the product page
With Flowbox technology, DECORCERAMICA has implemented UGC flows at key moments of the customer journey: product pages, promoting visitor conversion through the inspiration and authenticity of user-generated content at the point of the customer journey closest to the final sale.
“The environments we show for sales are spectacular. If we also show examples of how these products look in a real place, they become a testimonial tool that supports our professional images on product pages.”
María Carolina Robles, Communications Leader at DECORCERAMICA
Another channel where the brand has implemented UGC galleries is in the newsletter. The platform’s Email Assets functionality has allowed them to integrate user-generated content flows into all types of email marketing campaigns.
“We have already started implementing the newsletter once a month with Flowbox’s UGC gallery, and soon we will move on to automation.”
María Carolina Robles, Communications Leader at DECORCERAMICA
The brand shares posts and collaborates with all types of industry professionals on their social media profiles. They also curate content through the Flowbox platform, which allows them to repost UGC on their own corporate profiles.
“If I’m looking to remodel my house, I’ll probably look at which architects follow DECORCERAMICA on Instagram, and which architects work with their products, because that gives me confidence. DECORCERAMICA also becomes a commercial platform for them.”
María Carolina Robles, Communications Leader at DECORCERAMICA
Collaboration with architects, designers, and other industry professionals who use their products for client projects has become the brand’s main source of UGC—a community that generates high-quality content.
DECORCERAMICA – UGC in Instagram post
In this way, they leverage content generated by professionals to share quality content on their channels and achieve greater social reach.
“We have 99,000 followers, and most of them are end customers, but the ones who really interact with us are the professionals.”
María Carolina Robles, Communications Leader at DECORCERAMICA
The content received by the Colombian brand is primarily organic.
“Our content is all organic. The main incentive for the professional profile (architects, designers, etc.) that generates content for us is the recognition that we as a brand offer them by sharing their content on our channels.”
María Carolina Robles, Communications Leader at DECORCERAMICA
On their website, they encourage visitors to tag the brand’s account in their Instagram posts or use the hashtags #DECORCERAMICA, #DECORCERAMICALOVERS, and #DECORLOOK.
DECORCERAMICA – UGC and announcement to activate the community
From these posts, María Carolina makes a selection of those that meet certain established criteria.
“We look for posts with a beautiful and clean visual concept. We prefer content that shows the final and real result of a project. Everything we approve, from graphics to text, must revolve around inspiration. Flowbox makes selection easier for us.”
María Carolina Robles, Communications Leader at DECORCERAMICA
The focus of their objectives is on engagement and brand visibility, and the results they have obtained thanks to Flowbox show the success of the strategy: in the last three months, they have had an engagement rate (interaction rate) with an average of 16.25% across all their flows, and a click-through rate (percentage of people who click on “Buy” buttons) of 15.75% on average.
ENGAGEMENT RATE
16.25%
CLICK-THROUGH RATE
15.75%
For DECORCERAMICA, Flowbox’s UGC platform has been the key piece in their user-generated content strategy.
“I always have the Flowbox tab open. I review the tagged content, choose which ones to show, tag products, and schedule posts.”
María Carolina Robles, Communications Leader at DECORCERAMICA
Additionally, María Carolina finds the platform easy to use, intuitive, and functional. Moreover, the relationship with her Customer Success Manager, Claudia, is close and efficient.
“Claudia is always attentive to me and teaches me with a lot of patience how to do new things on the platform. For example, we’ve talked about email automation, and it’s something we want to implement soon.”
María Carolina Robles, Communications Leader at DECORCERAMICA
It has been more than a year since DECORCERAMICA decided to partner with Flowbox, and for the marketing team, the value that user-generated content brings to their eCommerce strategy is increasingly evident:
“Our audience perceives UGC, created mostly by architects and other professionals, as very relatable content that shows the reality of things, and that builds trust. It’s very important for us because it gives us the visibility we seek with content we don’t generate ourselves.”
María Carolina Robles, Communications Leader at DECORCERAMICA