How Rockcote uses ArchiPro to Connect with their Key Audiences

Rockcote's products are known for high performance and aesthetic appeal, often drawing on natural inspiration to achieve timeless finishes for interiors and exteriors. Since 2021, Rockcote has used ArchiPro as a strategic platform to reach their most valuable audiences - architects, designers, builders, and applicators.

Understanding that each audience group values different aspects of the product, Rockcote tailors its messaging accordingly. As Megan Goodacre, Rockcote’s Marketing Coordinator, explains, “Architects want to know about technical specifications, while applicators care more about how it applies - things like drying times and the types of finishes they can achieve.” This multi-tiered approach to marketing is central to how Rockcote operates across all platforms - and ArchiPro plays a distinct role in reaching their specification-driven audience.

When launching their MicroStone campaign, Rockcote turned to their ArchiPro Client Director, for support in bringing the campaign to life on the platform. “She helped us put together a campaign and we sort of used that as a bit of a tester - and it went really, really well,” Megan says. “Especially our Meta ads - we were really pleased.” Megan also shares how much Rockcote enjoyed having ArchiPro work on editorial articles, helping them to stand out as subject matter experts and feature in ArchiPro’s digital magazines, “it was really well written, you can tell it wasn’t AI. We love it, it’s on our website as well. It’s nice to have that sort of piece available to us.” These experiences reinforced ArchiPro’s value not just as a platform, but as a collaborative marketing partner.

Maintaining a polished profile

For Rockcote, ArchiPro is more than just a place to list products - it’s a storytelling tool that brings their product range to life through real projects. A standout feature of the platform is the ability to showcase completed projects and tag the specific products used. This functionality not only enhances the discoverability of their products but also gives specifiers and end users visual proof of how Rockcote’s finishes look and perform in real-world applications. “We try to feature at least one new project a month,” says Megan. 

Product listings are kept up to date with care - complete with high-quality imagery and downloadable specification sheets. Visual consistency is a priority, and Megan notes the value of being able to click on a product and instantly see all the projects it has been tagged in. This gives users, particularly architects and designers, a deeper understanding of how a finish can be applied and how it performs in context.

Leveraging data to measure ROI

As a manufacturer, Rockcote doesn't always transact directly with end users, therefore faces a common challenge: measuring the true return on digital exposure. However, ArchiPro’s integration tools and analytics features have provided greater visibility into performance than many other channels.

By connecting the ArchiPro Pixel to their website, Rockcote has been able to monitor visitor behaviour and identify a noticeable increase in traffic from ArchiPro. The ArchiPro Pixel shows users view an average of 2.09 pages on Rockcote’s ArchiPro profile before clicking through, and once on their own website, users visit nearly 10 pages per session. This represents a 374% increase in engagement and shows that ArchiPro is driving high-quality, high-intent traffic that performs strongly across both platforms. “We’ve had a significant increase in website traffic from ArchiPro,” Megan confirms. “It’s great to be able to track that.”

The data gathered from campaigns is equally valuable. During their MicroStone campaign, Rockcote ran digital publication ads through ArchiPro and used backend analytics to follow up with engaged audiences. “At the end of the MicroStone campaign, I downloaded all the email addresses from the digital publication ad and sent them to our BDMs. We cross-referenced them with our database - it was quite handy,” Megan says.

Insights from creative performance also helped shape future strategy. Megan noted how the earlier phases of the campaign, supported by fresh imagery and creative, drove better results than later phases. “It was interesting to see what artwork actually worked,” she says. “That feedback will really help when we run future campaigns.”

For Rockcote, ArchiPro has grown into an essential part of their broader marketing strategy. From tailored project pages and up-to-date product listings to targeted campaigns and data-driven insights, the platform provides both exposure and operational value.

“It’s just a really easy tool to use and it’s very visually appealing,” Megan says. “That’s why we keep coming back.”

Looking ahead, Rockcote plans to continue leveraging the platform - both by keeping their content fresh and by planning more structured campaigns. With a focus on the Designer Range and an ever-evolving visual portfolio, Rockcote is well positioned to keep inspiring the market.