For over 350 years, Saint-Gobain has made ofinnovation his vision, oriented to embrace all the fundamental aspects for a home and those who live in it. Thanks to its centuries-old history, the company owns solid foundations in support of a massive analog structure. Apparently a perfect body, but for a while it was no longer able to express the 100% of its potential.
As you may have discovered in recent months, we at QuestionMark we made one integrated communication strategy which, involving all digital spaces, accompanied the brand in a crescendo of targets and results to reach. From our point of view, the company needed to new pulses (creative) to reconnect head and heart, strategy ed emotions. Above all, he needed thehyperconnection that the digital world, e social in particular, it establishes between and with users of the network. And to measure our success, we subjected ourselves to the judgment of data. Here's how it went.
THE CHALLENGE LAUNCHED BY SAINT-GOBAIN ITALIA
The goal was emphasize the Saint-Gobain brand to be perceived as agency reference in the construction sector. Furthermore, the spotlight is on group they should also have made the brands that are part of it stand out. Here you can find all the information relating to the challenge that Saint-Gobain has launched us.
INSPIRED BY DATA: HOW WE HAVE MOVED
First of all, we made it clear how the company relates to change, telling new ways of conceiving and watch the world. To put it in the language of marketing, we first had to figure out who he is Saint-Gobain, his vision and his values.
Another distinction was whether to speak to target broad and transversal or whether, instead, turn to more specific and vertical groups. In fact, thanks to thedata analysis collected, we have identified the need to change audiences, moving more clearly towards one B2C communication. If you want to know what led us to adopt this strategy, we refer you to our article on studies regarding the target and the tone of voice.
BOOSTED BY IDEAS: OUR CREATIVE PROPOSAL
There proposal creative was born precisely from the spasmodic research of comfort, understood as the constant improvement in the quality of life in all its aspects (eco-sustainability, relaxation, health). All this translates into the company's will to keep improving and to update itself, embracing a hitherto unexplored world.
To give this message further strength, we have defined a claim which summarizes and encompasses all the values of the brand and which has accompanied, and still accompanies, the entire digital project: LIFE-UPGRADE. The manifest of this concept is the perfect synthesis of the company philosophy that aims to improve the life of its users in the 4 main comforts that a house should have:
- AIR QUALITY
Four pillars and fundamental variables in everyone's life that, thanks to the research and innovation of Saint-Gobain, make our lives more comfortable and our health safer.
DRIVEN BY STRATEGY: THE OPERATIONAL PHASE
We first developed the new site it's a social communication plan for Saint Gobain Italy, leveraging on brand values how eco-sustainability, innovation, Research and development and respect of the worker / consumer.
With the activity of social advertising, especially on Facebook, the brand promoted the contents of its ai campaign public of interest. In this way, we have increased the reach reaching a large number of users. Our forces have focused more on these two objectives:
- community growth, to increase the fanbase;
- promoted content, in line with the target outlined in the analysis phase.
Instead, come on Instagram, the work started from scratch as there was not yet an official Italian profile. Therefore, we have decided to fully exploit the potential of the platform for enrich the digital universe of the company. A space to convey: a Saint-Gobain story. The contents used for this strategy were photos / videos emotional you hate infotainment in order to tell the Saint-Gobain projects and its values.
Not only that, thanks to the study of more avant-garde trends, we have decided to bring Saint-Gobain to channels such as YouTube and Pinterest.
YOUTUBE AND PINTEREST: WHY USE THEM?
YouTube it needs no special introduction. In fact, it is the first platform social network most used in Italy and is home to the tutorial. In particular, in addition to sharing videos on Saint-Gobain solutions, we created a column "Discovering Saint-Gobain"Where the experts of the various brands of the group they told us weekly about the qualities and particular uses of the best Glass, Gyproc, Isover, Weber and Ecophon products.
Instead, with the 24% of Italian users connected, Pinterest is the right place for search for inspiration. Mainly populated by a target female from medium-high spending power and Millennials, this social network turns out to be an extremely important channel for the launch of creative ideas on the targets interested in improving their home. The proposed strategy involved the activation of a Saint-Gobain Italy profile and the creation of:
- sponsored content with Pinterest Business;
- message boards with inspiring and aspirational content in which technical and design advice are offered to renovate and beautify your home / office.
Finally, the optimization of the peculiarities of the various social channels allowed us to launch a contest, "Be A Life Upgrader”, Aimed at all expert and / or passionate users of do-it-yourself.
FANATIC FOR INNOVATION: THE CONTEST "BE A LIFE UPGRADER"
In line with the mission of Saint-Gobain Italy and with concept LIFE-UPGRADE the contest "Be A Life Upgrader". The strategy planned for the contest envisaged the articulation of 3 stages:
- Launch and participation
- Online voting (still ongoing)
Specifically, the following have been envisaged:
- creative campaigns in line with the concept and promotion of the same on target audiences according to interests;
- supporting content campaign aimed at giving visibility to the contest and informing users about the participation mechanism.
All creative campaigns have had the goal of redirect users to website within which they were able to discover all the information necessary to participate in the initiative.
Participation in the competition "Be A Life Upgrader"Required online registration on the site. Users were asked to share a video or one photography of the realization of do it yourself projects, building works, projects by interior design. Each user was able to publish only one content by choosing one of the two categories. These contents, uploaded on an integrated competition platform, were subjected to a voting phase. The ten most voted content for each of the two categories will be evaluated by one quality technical jury which, by 30 April 2021 will define the ranking of three top rated content for each category. By the same date, among all voters will be drawn by lot 10 winners who will win one of the prizes up for grabs.
OBSESSED BY GOALS: THE IMPACT OF OUR ACTIVITIES
There our passion for data leads us to monitor and constantly measure effectiveness of our ideas. In the first year of activity with Saint-Gobain we have reached gods incredible results on all touchpoint affected by our strategy.
An activity of 360 ° communication, built around the value system used by the brand with a tone of voice which has revolutionized its image. From B2B to B2C, today Saint-Gobain speaks directly to the final consumers, with an informal language, exciting and with a pinch of irony, without neglecting precision to be transferred in the technical and practical contents.