The hashtag has proven to be an effective element in a social media strategy. One of our clients, 3A Composites Graphic Display USA, owns one of the most recognizable aluminum composite materials in the signage and display market, Dibond. By searching the hashtag #Dibond, which was virtually non-existent when we started, we saw that social users were also including it (or just the brand name) in their posts that used the material. Interestingly, it was the hashtag that allowed us to curate and build a loyal following of Dibond users. With that, the brand name was seen across mediums and a new application was discovered in Europe, the use of Dibond in furniture design.

Domestically, Dibond is primarily used as a durable indoor/outdoor signage, display and exhibition material. Often the brand name Dibond is used synonymously with aluminum composite material (ACM) in this market. While searching for different Dibond projects, we came across Dibond being used as a painting substrate, due to its rigidity and smoothness. This takes away the need for artists to paint on a porous surface, such as canvas, then mounting it on wood or metal. While not a particularly widespread or new application, we took it upon ourselves to explore what other ways Dibond was being used on social outlets, where we found its use for making furniture.

Across Europe, designers have created different furniture pieces, from chairs to lamps using 3A Composites’ Dibond. By sharing those projects through social outlets using the #Dibond hashtag, we saw a growing interest in these projects domestically. This discovery is helping us grow the Dibond name, not only as one of the premier signage substrates, but also as a modern furniture material.

By simply knowing how to utilize social media’s search capabilities, we were able to find new marketing opportunities for Dibond. By expanding the social media presence of 3A’s substrate using their own unique hashtag, we were able to find projects using the material, and the audiences who would find those applications most interesting. In addition, we are trying to grow their brand awareness through furniture designers in order to gain a foothold in that market. By effective social media strategy, we further cement our knowledge and capabilities as brand strategists, versus a traditional marketing agency.