Caparol UK
Caparol is a specialist in internal and external coatings and external wall insulation systems, working with contractors, installers and specifiers across the built environment and decorating trade.
When we started working together, the business was at an important point in its growth. The UK operation had transitioned from the established alsecco name to Caparol, bringing it under a global brand with a huge amount of expertise behind it, but also creating a new marketing challenge.
alsecco had built recognition and heritage within the UK market. Caparol now needed to build that same familiarity while helping its audience understand the products, systems and technical expertise sitting behind the name.
Our role is to help Caparol do that consistently, taking the knowledge that exists within the business and turning it into marketing that makes sense to the UK construction market and Trade Professionals.
Strategy
There is a lot Caparol could talk about. The challenge was creating enough structure around the marketing to make sure we were talking about the right things, to the right people, for the right reasons.
We developed the marketing strategy around Caparol’s commercial ambitions, identifying its priority audiences, the messages they need to hear and the role different channels should play in building awareness and supporting growth.
A big part of that is education. Caparol operates in technical markets where people need to understand how products perform, how systems work together and why specification and correct application matter.
Our strategy gives us a framework for communicating that expertise without losing people in technical language or simply filling channels with product promotion.
Caparol has an established global brand and access to high-quality creative assets through its European HQ. Our job is to help make that brand work for the UK market.
We work within Caparol’s existing guidelines, adapting and localising assets where needed and creating new digital content that feels consistent with the wider brand. We’ve also helped build out areas of the brand’s UK digital presence, including email templates, social content, reels and short-form video.
Branding
That means whether someone encounters Caparol through an email, a technical post, a video from a site or a piece of campaign content, it feels like it has come from the same brand.
Marketing
This is where a lot of our work with Caparol happens day to day.
We work in monthly delivery sprints across social media, content, email marketing and community management, giving the team a consistent marketing function that can take what is happening within the business and turn it into useful communication for the market.
A technical business needs technical content, but it still needs to be understandable. We work closely with Caparol’s team to get underneath the products and systems, then turn that knowledge into content that contractors, installers and specifiers can actually use. That could mean explaining a system approach, breaking down a technical topic, sharing best practice or using a project to show how Caparol products perform in the real world.
Regular content days give us the photography, video and drone footage to show more of that expertise rather than relying entirely on supplied assets. We can capture products, people and projects and then turn one day of filming into a bank of content that works across social, reels, email and wider campaigns.
We’ve also introduced regular email marketing, giving Caparol another way to stay in touch with its audiences around relevant products, technical guidance, seasonal considerations and wider business activity.
Alongside planned content, we manage the day-to-day social presence and community too. It means Caparol can show up consistently, respond to its audience and keep building recognition for the brand without relying on its internal team to find the time to make it happen.
Caparol can show up consistently, respond to its audience and keep building recognition for the brand without relying on its internal team to find the time to make it happen.
The Outcome
Our work with Caparol is ongoing.
We’re helping the business build recognition for Caparol in the UK while making much more of the expertise, products, projects and knowledge already within the team.
There is now a clear strategy behind the marketing, a consistent programme of activity and a growing bank of original UK content to support it. Most importantly, Caparol has a marketing function that can keep turning what is happening within the business into useful, relevant communication for the people it wants to reach.
As the Caparol name continues to establish itself in the UK market, our job is to keep building that familiarity, helping its audience understand what sits behind the brand and supporting the commercial growth that the rebrand was designed to enable.
“Big Reputation has been a highly valuable marketing partner to Caparol UK since October 2025.
The team combine creativity with a strong commercial focus, consistently delivering strategic content and fresh ideas aligned with clear objectives. Their reporting and campaign structures are focused and targeted, giving us clarity on what is working and why.
During shoots, they are professional, organised, and create a relaxed atmosphere that makes the entire process smooth and enjoyable. In just six months, we’ve seen significant growth in both reach and engagement across all social platforms.
We would confidently recommend them to any organisation seeking a strategic marketing partner that delivers tangible, measurable results.”
Samantha Gilbert, Marketing Manager
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