It was important to keep Tytan Professional’s professional audience engaged not only during specific product launches. Consequently, the brand maintained a regular presence on Instagram throughout almost the entire year: it provided information about its products and how to use them, published expert content, collaborated with brand ambassadors and announced webinars. Webinars were held on average once a month and became a regular way of engaging with stylists. In April, this work extended beyond social media. On 25 April, Tytan Professional became the main partner of the 2026 Master’s Forumin Almaty — one of the largest practical events for construction specialists, fitters and contractors in Kazakhstan. The forum attracted over 8,000 visitors. Crucially, the event continued the same communication style that the audience was already familiar with from digital channels: the brand ambassadors, who regularly featured in Tytan’s content, attended the Gathering and personally led masterclasses and activations.
Problem
The task was to maintain ongoing interest in the brand among professionals and make communication with them more meaningful. We wanted to move beyond one-way product communication and give craftsmen opportunities to ask questions, see solutions in action, talk to experts and test products themselves.
Solution
Throughout the year, we used Tytan Professional’s Instagram to maintain regular communication with craftsmen and connect content with deeper engagement formats. Webinars took place approximately once a month. Based on the two webinars with complete data, the average was 500+ registrations per webinar — 619 for the first and 437 for the second. Product communication was also scaled through Meta and YouTube: Instagram and Facebook generated 3,574,535 impressions, 800,352 reach and 714,351 interactions, while YouTube delivered 28,454,734 impressions and 15,824,472 interactions. At Master’s Forum, we brought the familiar faces and expertise from digital into the physical space. In the main Show Zone, ambassadors led masterclasses, demonstrated products in real working conditions and consulted visitors on practical challenges — from tile installation and door mounting to hybrid adhesives, foam adhesives, putties and plasters. New products, including FIX² GT, were also promoted. In the Sport Zone, the performance of the new hybrid mounting adhesive FIX UP was turned into a physical experience: visitors could test its holding power through a climbing wall activation. The Lounge Zone was dedicated to informal communication and networking. The technical programme included a session by Sherali Kabdrakhman, Head of the Technical Team, covering the evolution of mounting adhesives and new solutions including FIX UP and 1000 FIX. Digital communication continued throughout the event, with Stories and posts produced from the venue together with local partners.
Results
8000+ visitors at Master’s Forum and new contacts added to the database. 1200+ new Instagram followers generated through the on-site digital activation. 10 potential brand ambassadors identified for future cooperation. Tytan also increased the scale of its presence compared to the previous year and became one of the central brands of the forum. For several months before the event, the brand had been regularly communicating with professionals through Instagram, webinars and ambassador-led content. At the forum, the audience met the same experts in person, saw familiar products in action and had the opportunity to test new solutions. As a result, months of digital communication translated into 8000+ real-life interactions with the professional community, new followers, database contacts and three potential ambassadors.
