Growing SFA Saniflo’s Social Media Presence Through Organic & Paid Content
Social media program helps plumbing manufacturer expand audience reach, increase engagement and drive website traffic.
Industry
Building Products Plumbing Manufacturing
Capabilities
Social Media
Outcomes
Audience Growth Engagement
Overview
SFA Saniflo USA manufactures above-floor plumbing pump systems that help contractors, builders, remodelers, and homeowners add bathrooms, kitchens, laundry rooms, and other plumbing applications without major construction.
To support brand awareness and audience growth, GreenHouse developed and managed a social media program across Facebook and Instagram.
The program combined organic education, product-focused posts, customer applications, paid amplification, and page audience growth campaigns to help Saniflo reach trade and consumer audiences with practical content tied to real plumbing challenges.
The program helped Saniflo exceed its Facebook audience growth goal, increase engagement across both channels, and drive paid social traffic to the website.
The Challenge:
SFA Saniflo’s products solve a specific problem: adding plumbing where conventional systems are difficult, expensive, or disruptive to install. That value proposition is clear once someone understands how the technology works, but it requires education.
The brand needed a social media presence that could explain product applications in a relatable way while reaching several audiences, including contractors, remodelers, engineers, facility managers, and homeowners. Saniflo also needed to grow its audience on Facebook and Instagram, keep existing followers engaged, and move users from social channels to product and application content on its website.
The Approach:
GreenHouse built a Facebook and Instagram program centered on product education, real-world applications, and paid distribution.
The content strategy focused on showing how Saniflo products solve common installation challenges. Posts highlighted applications such as basement bathrooms, powder rooms, commercial installations, gray water pumps, condensate protection, and grinder pump systems. Instead of relying only on product promotion, the program used project examples, before-and-after visuals, frequently asked questions, and installation stories to show where the products fit.
Paid social helped expand reach beyond Saniflo’s existing followers, especially on Instagram, given its very modest initial following. GreenHouse used boosted posts to increase engagement on selected content and page-follow ads to grow the Facebook community. On Instagram, sponsored content drove users to the Saniflo website while raising awareness of product applications.
Monthly reporting tracked audience growth, reach, impressions, engagement, website clicks, and cost efficiency across Facebook and Instagram. This allowed GreenHouse to identify high-performing posts and continue using the content types that generated engagement with Saniflo’s audience.
The Results:
Facebook: The social media program delivered measurable growth across Saniflo’s primary channels, with Facebook audience growth exceeding the annual goal and Instagram building momentum throughout the reporting period.
On Facebook, Saniflo grew from 21,670 page followers to 38,490. That represented 77% year-over-year growth and exceeded the annual goal of 29,784 page followers.
The Facebook page also generated over 1 M total organic page reach and 96,814 organic post engagements during its best-performing month of the program. The highest performing video/reel received 421,920 views.
During the Paid Facebook program's highest-performing month, the ad generated 115,832 paid reach and 130,329 paid impressions at an average cost per click of $0.02. The Facebook follower growth ad generated 1,603 new page followers, reached 29,368 people, and delivered 48,774 impressions at $0.31 per page follower.
Instagram: Saniflo's Instagram account increased from a modest 106 followers to 822 followers, representing 675% organic growth.
Instagram paid content also scaled during the year-long paid program. Paid reach increased 187%, from 41,506 to 118,951. Website clicks increased 170%, from 1,084 to 2,922. Top-performing Instagram ads drove 147,887 in reach and 2,644 website clicks, demonstrating the value of application-based content in moving audiences from social media to the Saniflo website.
Results at a Glance
Why it Worked:
The program translated a technical product category into social content audiences could understand. By pairing practical product education with project visuals and paid amplification, GreenHouse helped Saniflo build a larger community and drive more users to learn about above-floor plumbing solutions.
The strongest content showed the product in context. Posts about installation savings, compact bathroom applications, residential and commercial use cases and before-and-after projects gave audiences a clear reason to engage, click and learn more.