A STUDIO 53 SUCCESS STORY / STEEL MANUFACTURING · EAST AFRICA
Tarmal Steel: building East Africa's most recognised steel brand.
Tarmal Steel is a 30-year-old steel manufacturer in Mombasa, Kenya, with its own brands PowerSteel TMT and Farasi. We handled their whole marketing, online and offline, with one goal: make Tarmal the trusted, first-name-you-think-of steel brand across East Africa.
East Africa
Brand built for reach across the entire region
2 Campaigns
One engine for dealers, one for end users
Full Presence
Online and offline marketing, all in one hand
ClientTarmal Steel
IndustrySteel manufacturing (TMT bars, wire products, structural steel)
Location & MarketMombasa, Kenya · Selling across East Africa
In-House BrandsPowerSteel TMT bars, Farasi wire products
Services DeliveredWebsite, social media, Google & Meta ads, SEO, GMB, reels, exhibition stalls, vehicle branding, emailers & flyers
02 / THE CHALLENGE
A strong manufacturer that needed to become a household name.
Tarmal has made quality steel for over 30 years, but in a market full of steel brands, the one people trust is the one they recognise. The job was to lift Tarmal's visibility and recall so that PowerSteel and Farasi become the names dealers stock and builders ask for. And it had two very different audiences to reach: dealers who want to sell the products, and big construction buyers who want to buy straight from the factory.
“In a market full of steel brands, the one people trust is the one they recognise. Studio 53 established Tarmal as East Africa's premier industrial brand.”
03 / THE WORK ARCHIVE
What we did for Tarmal Steel.
We took care of everything, the website, social media, Google and Meta ads, SEO, GMB, and all the offline material like exhibition stalls, vehicle branding, emailers, magazine covers and flyers. To build real trust, we shot reels inside their factory, showing the staff, the manufacturing, and the production capacity, because for a steel buyer, seeing the scale is what makes them believe it. Then we ran two distinct campaigns: one to bring in people who want a dealership for the products, and one to bring in end users doing big construction who can buy straight from the factory. And here is something most agencies skip: we tracked which enquiries actually turned into dealers and orders offline, and fed that back to Google and Meta, so the campaigns kept finding real business, not just clicks.
Full online and offline presenceFactory-floor reels for trustTwo campaigns: dealers & end usersOffline conversions fed back
Request Industrial Steel BriefHover to pause & inspect
04 / THE OUTCOME
The result? A steel maker that reads as a premier brand.
Showing the factory, the scale and the staff built the kind of trust a steel buyer needs, and the full online and offline presence put Tarmal everywhere their market looks. The two campaigns gave them two engines at once, one bringing in dealers, one bringing in direct construction buyers. The brand recall and visibility went up, and Tarmal now reads as one of the premier, most trusted steel names in East Africa.
Higher recall
A trusted, recognised name in the region
Two engines
Dealers and direct buyers, side by side
Trust built
Real factory and capacity shown on camera
One partner
Every online and offline asset in one place
FREQUENTLY ASKED QUESTIONS
Questions about this project & our approach
How do you build brand recall for a manufacturer?
You show the real thing. For Tarmal we shot the factory, the staff and the production scale, and put the brand everywhere its market looks, online and offline. That is what makes buyers trust and remember you.
How do you market to both dealers and end users?
You run two separate campaigns. For Tarmal Steel, one brought in people who want a dealership, and one brought in big construction buyers who buy straight from the factory.
Why shoot reels inside the factory?
For a steel buyer, seeing the scale is what makes them believe it. Showing the manufacturing and the capacity builds trust far faster than words.
How is Studio 53 different from other agencies?
We don't stop at form fills. We track which enquiries actually turn into dealers and orders offline, and feed that back to Google and Meta, so the ad money keeps finding real business. Most agencies never do this.
Who is Studio 53?
We are a performance marketing agency in Chennai. We run Google and Meta ads for real estate developers and B2B brands, and we build the websites and systems behind them.
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