Belgard Celebrates March Madness

The Ask

Belgard, a sub-brand of our client Oldcastle, specializes in a number of styles of landscape pavers, including permeable and interlocking concrete pavers, retaining walls, finishes and other applications such as fire pits and outdoor ovens.

During Q1 of 2018, Belgard wanted to increase awareness and drive engagement with new and potential clients through social media - and they weren't going to give that work to just any Atlanta agency. To do so, DEFINITION 6 developed a social strategy that reached a crossover audience, helped cement the Belgard brand in customers’ minds as one they can trust, and showcased a wide range of products. 

The resulting Belgard Bracket tie-in campaign used the Instagram Stories’ poll feature and complimentary in-feed posts, to highlight Belgard’s range of product offerings.  D6 created a series of 12 Instagram stories leveraging the product imagery from Belgard and a custom Belgard-brand bracket template, which showcased a total of 16 Belgard products. The brackets were designed and executed to not only turn the campaign into an interactive contest with users, but also capture the essence of March Madness, while tying back nicely to Belgard branding.

With a 5% increase in followers, 15,000 views, and 8,000 registered players in just two weeks, the campaign met and exceeded its goals. Belgard was so pleased with the results that they asked us to run the campaign again in 2019 with a new set of 16 products.

A bracket of outdoor products on an orange background.
A screenshot of an Instagram poll comparing pavers and grill islands
A screen shot of a deck with text overlay
A poll on an orange background that compares a product called "noon" and one called the "belair wall 2.0"


The Results


Increase in Followers


Registered Players



More Work