Case study — B2B from scratch

Canadian
Wood.

Role — Social & content — WATConsult Period — 2017 Market — India Scope — Social build · Content · Events

The brief

Give a lumber brand a following — from zero.

Canadian Wood (FII India) promotes British Columbia’s certified, sustainably-grown lumber to the Indian market. It had no social presence and needed one that spoke to architects, designers and interior enthusiasts.

What I did

01 — Built the brand’s social presence from scratch.
02 — Design-inspiration and species-education content for a design-literate audience.
03 — Wood competitions and event presence, including FOAID Mumbai.
04 — An engaging website content layer to receive the new audience.

The work

Canadian Wood — Social content — Social content

From the original campaign deck.

What changed

A B2B commodity brand with a genuine consumer-grade following.

Category education at scale — five wood species made interesting.

Presence at India’s top architecture and design events.

CanadianWood.

Canadian
Wood.