Ziggu

More than a tool for construction companies

Although Ziggu originally grew out of the construction sector, the platform can make a difference in many more fields of work. Any supplier dealing with complex, bespoke projects benefits from the user-friendly portal. And their customers benefit even more.

Ziggu wanted to expand, but in a targeted way. That's why they approached Unikoo. They were looking for a partner who could explore the market with them and sharpen and claim their position in it. Which target audiences should we best reach? And what brand identity appeals to these target audiences? Ziggu needed a thorough market analysis and corresponding business cases, but also a strong new market positioning to attract new target audiences to the SaaS platform.

From broad targeting to strategic focus

First off, we compiled a longlist of possible target audiences. We did this through a comprehensive competitive analysis, also internationally, from which we could draw initial insights. We supplemented these insights with an online user and SEO analysis, where we investigated which target audiences asked the same questions as the existing target group. We consulted sources such as Ask the Public and trend analyses, and examined both Google and various forums. These insights led us to several core target audiences that we would investigate further in the next phase.

Listen first, then sharpen

There’s no better way to understand a (potential) target group than to speak with them. For each defined audience, we conducted several in-depth interviews, focusing on their needs and wishes, which tools they use today, what could be improved and, not unimportantly, their willingness to pay.

After this interview phase, working closely with Ziggu itself, we could narrow down the longlist to a clear scope of new target audiences and we had the insights we needed to address these audiences.

It quickly became clear where Ziggu truly excels: in projects where complexity is high and trust is essential. That’s where their platform makes a tangible difference: bringing order to chaos and humanity to processes that would otherwise remain cold and impersonal.

We brought that essence back into their positioning and messaging. No gut feeling, no guesswork, but a story grounded in real feedback and validation.

Armed with these insights, we got to work with a clear list of actions for improvements to the platform, the website and the marketing.

A brand with a face (and a wink)

The idea that software doesn't have to be boring became our guiding principle for the rebrand. We gave Ziggu a personality: Ziggy.

A likeable, recognisable voice that humanises the brand while adding a hint of humour and nostalgia.

Ziggu didn’t just get a face, they also got a tone of voice that matches their ambition. Reliable but light-hearted, efficient yet inviting. Humour and energy became new brand drivers, but never at the expense of professionalism.

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Thanks to smart AI imagery, we were able to roll out the new Ziggu quickly and at scale across the website and social channels, without having to invest in new shoots or illustrations every time. Sharp copy completed the picture.

AI, but on brand

A brand story is only credible if it’s felt everywhere. That’s why we didn’t just rework the website; we also got hands-on with the platform itself. From the first impression on the homepage to the experience in the customer portal: the same clarity, warmth and consistency had to be present throughout.

For a small team like Ziggu’s, which often relies on freelancers for things like content creation or updates, it’s a challenge to keep delivering a consistent brand story after the initial setup. That’s why we developed a custom GPT, trained on their branding, tone of voice and strategic guidelines.

This ensures every email, social post or campaign stays on brand: professional and customer-focused, with that unmistakable Ziggu energy.

Marketing that puts the customer first

A brand is only as strong as its market position. That’s why we translated the new positioning into concrete actions: content that puts the end user first, campaigns built around real needs, and an approach optimised from baseline to conversion.

For each new target group, we set up separate campaigns, with messaging fully aligned to their needs and landing pages optimised for those profiles.

We created creative videos and organic posts that speak to decision makers, inspired by data and tracking that shows what drives each audience. Even the founders’ LinkedIn profiles got an update, so their personal voice helps carry the brand.

Everything we did started from the same question: how does this feel for the user? If the answer wasn’t right, we adjusted.

Marketing for Growth

But the real power lies in how we experiment and scale. From Reddit as an ultra-cost-efficient awareness channel to international expansion into English-speaking markets, we’re constantly testing new tactics and platforms.

We use LinkedIn strategically as an awareness and traffic channel. It brings in high-quality visitors who later convert through other touchpoints. New creatives on Meta deliver measurably better engagement, and our SEO strategy strengthens organic visibility month after month.

Full-funnel thinking is our standard. We don’t think in isolated campaigns, but in complete customer journeys: from top-of-funnel awareness on LinkedIn and Reddit, through mid-funnel nurture with targeted content and whitepapers, to bottom-funnel conversion optimisation.

To make all of this workable, we implemented web and server-side tracking that provides reliable conversion data.

And that data? We actively use it. Every week we analyse performance, test new hypotheses and optimise campaigns. We pause what doesn’t work and scale what does work. From awareness to conversion: every touchpoint is built on data, not on assumptions.

Results

Our journey with Ziggu covers the full package: market positioning, rebranding, website and platform updates, targeted campaigns for specific audiences, email campaigns and automations, SEO strategy and implementation, content creation for LinkedIn and the website, and more. We pull out all the stops to help Ziggu claim its place as the SaaS platform for complex project management.

And it’s paying off. Since working together, we’ve seen a significant increase in both reach and conversions through our multi-channel approach. Meta consistently delivers qualified leads with a strong cost per acquisition, while Google Ads campaigns show an exceptionally high click-through rate. Proof that we’re reaching the right people at the right time with relevant messages.

But the real results show in how Ziggu is perceived. Today, Ziggu communicates what it has always stood for: customer centricity in every fibre. The brand feels warm, professional and human all at once. Decision makers no longer see them as “construction software”, but as a future-proof partner that simplifies complexity and builds trust.

The brand speaks, smiles and connects. The website and platform breathe the same clarity and consistency. LinkedIn content positions Ziggu as a thought leader in the sector. And the campaigns aren’t built on assumptions, but on real needs and robust tracking.

Looking for a partner with a truly thoughtful marketing approach? Let’s hear it.