Benkel International is a manufacturing and trading company. Businesses in this space often rely on product shots to tell their story, and that was exactly where Benkel’s social pages stood: they showed products, but no human faces.
For a business-to-business brand, that gap matters. Buyers, partners and future hires want to know who they are dealing with. Products alone can look generic, while the people who make, source and deliver them are what build trust and make a company feel real and approachable.
Before the engagement, the pages felt impersonal and gave audiences little reason to connect, follow or engage. The brief was to put the team front and centre and turn Benkel’s social presence into something with a human face.
Our focus was simple: turn Benkel International’s presence into a channel that drives real business results, not vanity metrics. We built a consistent, on-brand content and social programme tailored to a manufacturing & trading audience in Singapore, with every piece working toward attention, trust and conversions.
Because the work was planned around outcomes and run consistently rather than in one-off bursts, it compounded month on month. It brings our content marketing and social media management together around one goal: growth you can measure. Measured over 4 months, that discipline is what moved the numbers — starting with +48% engagement rate.
What made the difference was showing real people. Behind-the-scenes photography gave the audience faces to connect with, and the audience responded by engaging more and following in greater numbers.
Just as important was the monthly rhythm. Turning one shoot into a repeatable series meant the human side of Benkel was seen consistently, month after month, rather than as a one-off post.
Want results like this for your brand? PaperCutCollective is a digital marketing agency in Singapore. Eligible SMEs can claim support for a marketing package through the EDGE grant. Book a free strategy call.
