Managing Uponor’s Organic Social Media Presence Through UGC, Video and Educational Content
Organic social media program helps a building products manufacturer increase engagement, expand reach and identify the content formats that resonate with trade audiences.
Industry
Building Products Plumbing Manufacturing
Capabilities
Social Media
Outcomes
Audience Growth Engagement
Overview
From residential homes to large commercial spaces, Uponor (a GF brand) delivers trusted solutions for moving water where it matters most. The company's PEX-a pipe and systems support plumbing, hydronic piping, and radiant heating and cooling with unmatched flexibility and strength.
To support brand visibility and audience engagement, GreenHouse managed and analyzed Uponor’s organic social media program across Facebook, Instagram, Twitter, and YouTube. Content consisted of a mix of client-supplied and GreenHouse-produced assets.
The program used user-generated content, case studies, training content, project stories, Reels, videos, social listening, and monthly reporting to understand what content moved audiences to engage, click, and watch.
GreenHouse identified a clear pattern: Uponor’s audience responded most strongly to content that featured real installations, practical product applications, and useful educational content. By leaning into those formats, the program helped increase engagement, reach, video performance, and website traffic across key social channels.
The Challenge:
Uponor’s social media audience included contractors, installers, engineers, builders and other trade professionals who needed content that was useful, credible and relevant to their work. The brand had strong educational resources, product expertise and project examples, but those assets needed to be translated into social content that could earn attention in busy feeds.
The challenge was to create a consistent organic social media approach that could support several goals at once: increase reach, grow engagement, drive website traffic, and identify which content formats performed best across each channel.
Audience behavior also varied by platform. Facebook’s strongest audience consisted largely of men ages 25 to 54, while Instagram skewed younger, with men ages 25 to 34 making up a major portion of the audience. GreenHouse needed to tailor content and post content provided by the Uponor team, while keeping the brand consistent across platforms.
The Approach:
GreenHouse built Uponor’s organic social media program around content that reflected how the audience uses and evaluates building products in the real world.
The strategy prioritized user-generated content, case studies, training posts, installation examples, project spotlights and video. Rather than relying on product promotion alone, the program highlighted contractors, applications, jobsite visuals and educational moments that gave audiences a clear reason to engage. Content consisted of a mix of client-supplied and GreenHouse-produced content.
On Facebook, GreenHouse focused on content types that consistently generated reach, engagement, and link clicks, including UGC, case studies, training resources, and video. Case studies performed especially well, with project posts driving strong reach and link-click activity. As video performance improved, GreenHouse recommended using more lightweight video formats, including simple animations, image-based videos and updated visual assets.
On Instagram, GreenHouse emphasized UGC, Reels, Stories and hashtag strategy. Featured installation posts repeatedly ranked among the top-performing organic content, while Reels helped the brand take advantage of platform behavior favoring short-form video. GreenHouse also used monthly reporting to evaluate story completion rates, audience behavior, hashtag performance and top-performing post formats.
On Twitter, GreenHouse used engagement and retweeting to support visibility among publications, local officials, schools, and other relevant audiences. The team tracked impressions, mentions, and profile visits to understand how conversation and timely engagement affected performance.
YouTube reporting helped identify the value of educational and episodic video content. The Moving Forward with Uponor series became a key performance driver, with Episode 10 becoming the highest-performing video during the reporting period.
Monthly reporting gave GreenHouse and Uponor a feedback loop. Each report reviewed channel-level metrics, top-performing posts, audience demographics, audience behavior, hashtag performance, video performance, and next-step recommendations. Those insights helped the team refine content around the formats that were already proving effective.
The Results:
The team's organic social media approach helped Uponor improve performance across several key channels.
On Facebook, additional video posts and updated imagery contributed to stronger reach and engagement.
The strongest Facebook content showed a mix of partner-driven visibility, video, and practical product storytelling. An Uponor and Milwaukee Tool photo contest campaign was among the top-performing posts.
Instagram showed the value of UGC, Reels, and short-form visual storytelling. In one month alone, Instagram gained 246 new followers, impressions increased 23%, engagement increased 380%, and profile clicks increased 84%. UGC, case studies, educational Reels, and GIFs repeatedly ranked among the top-performing content. The Uponor and Milwaukee Tool photo contest campaign posts received 3,132 views.
Instagram Stories also showed strong audience retention.
On Twitter, GreenHouse’s engagement approach helped increase visibility when the brand had timely content and active interactions. In one month alone, impressions increased 24%, social mentions increased 117%, and profile visits increased 77% over the previous 30 days.
YouTube performance showed the long-term value of educational video content. In one month, the channel generated 45,326 unique views, 977.6 hours of watch time, and 165,260 reach. A top Moving Forward with Uponor video, Episode 9, reached over 46K+ views, making it the highest-performing video in the series.
Results at a Glance
Why it Worked:
The program worked because it matched content formats to audience behavior.
Uponor’s audience responded to content that showed products and systems in context. UGC, featured installations, case studies and training content gave followers practical examples they could understand and apply. Video added another layer of performance, helping increase reach, engagement and watch time across Facebook, Instagram and YouTube.
GreenHouse also used monthly reporting to make the program more responsive. Instead of treating each channel the same, the team tracked what worked by platform, audience and format. Those insights showed where to increase video, where to use UGC, when to test Reels, how to use Stories and which posts were most likely to drive link clicks.
By combining practical content with performance analysis, GreenHouse helped Uponor build a stronger organic social media program rooted in real audience behavior.