Case Study · Heidelberg Materials Trading Dubai HQ
Turning a 139,000-strong LinkedIn audience into an actively engaged professional community.
Refrakt's consultancy arm was engaged to audit, reposition and manage Heidelberg Materials Trading's LinkedIn presence, conducting a full competitive analysis, rebuilding the content strategy from the ground up, and taking over day-to-day channel management. The result: a 30% increase in impressions and 86% surge in engagements in a single month.
Client
Heidelberg Materials Trading
Sector
Materials Trading, Global
Engagement
LinkedIn Consultancy, Content Strategy, Social Media Management
Coverage
139K+ Followers
Executive Summary
The audience was already there. The strategy wasn't.
Heidelberg Materials Trading had the audience. What they lacked was a content strategy capable of activating it. Refrakt's consultancy team came in, mapped the competitive landscape, identified the gaps in their current approach, and built a LinkedIn strategy that matched the scale and authority of the brand.
The consultancy process began with a structured audit, their own channel, their direct competitors, and the broader conversation happening across their sector. From there, we rebuilt the content framework, took ownership of execution, and began tracking performance against clear commercial benchmarks.
In May 2026 alone: impressions up 30%, engagements up 86%, and 36,600+ impressions delivered to a professional audience of 139,000 followers.
139K
LinkedIn followers
+30%
Impressions month-on-month
+86%
Engagements month-on-month
+1,453
New followers in May 2026
What We Delivered
A full LinkedIn consultancy engagement, audit to execution to optimisation.
01
Competitive landscape audit
Before touching the content, we mapped the competitive environment. We analysed how direct competitors and sector peers were operating on LinkedIn, what content formats they were using, what was generating engagement, where the gaps and opportunities were, and how Heidelberg Materials Trading was positioned relative to the field. This gave us the intelligence to build a strategy based on evidence, not assumptions.
02
Channel audit & positioning review
We audited Heidelberg Materials Trading's existing LinkedIn presence in full, historical content performance, follower profile, posting cadence, tone of voice, and engagement patterns. Combined with the competitor analysis, this gave us a clear picture of exactly what needed to change and why.
03
LinkedIn content strategy rebuild
With the audit complete, we rebuilt the content strategy from scratch. Every content pillar was mapped to a commercial objective, brand authority, sector thought leadership, audience engagement and talent visibility. We defined the tone, format mix, publishing frequency and content themes that would perform for a professional B2B audience at this scale.
04
Content creation & channel management
Refrakt took full ownership of content production and day-to-day channel management. All post copy, creative direction and content assets produced in-house, each piece written for LinkedIn's algorithm and professional audience, authoritative, purposeful, and built to generate meaningful engagement.
05
Performance tracking & monthly reporting
All key LinkedIn metrics tracked month-on-month, impressions, engagements, follower growth and engagement rate. Monthly reporting gives the client full visibility over platform performance, with clear attribution of what content themes and formats are driving results.
06
Ongoing strategy optimisation
The strategy is treated as a live document. Each month's performance data feeds directly back into content planning, amplifying what is working, cutting what isn't, and keeping the strategy ahead of platform and competitor changes.
Results, May 2026
Every tracked metric moving in the right direction, simultaneously.
Engagements grew 86% month-on-month, reaching 4,140, driven by a repositioned content strategy built around what the audience actually responds to, informed by competitive intelligence gathered at the outset. Over 36,600 impressions delivered in May alone, up 30% on the previous period, the result of a content cadence and format mix built on audit findings rather than guesswork. 1,453 net new followers added in a single month, growing an already substantial 139K audience with professionally relevant connections.
Engagement
+86% engagements
Engagements grew 86% month-on-month, reaching 4,140, driven by a repositioned content strategy built around what the audience actually responds to.
Reach
+30% impressions
Over 36,600 impressions delivered in May alone, up 30% on the previous period, the result of a content mix built on audit findings rather than guesswork.
Audience growth
+1,453 new followers
1,453 net new followers added in a single month, growing an already substantial 139K audience with professionally relevant connections.
Core Workstreams Managed
- ,Competitive Landscape Analysis
- ,LinkedIn Channel Audit & Positioning Review
- ,Content Strategy Rebuild
- ,Monthly Content Calendar Management
- ,Post Copywriting & Creative Direction
- ,Full Channel Management
- ,Performance Tracking & Monthly Reporting
- ,Ongoing Strategy Optimisation
Have an audience but not the engagement to match?
Our consultancy team audits, repositions and manages LinkedIn channels for businesses operating at scale.
If you're sitting on a substantial audience but seeing flat engagement, we'll audit the channel, rebuild the strategy and run it for you. Book a discovery call.