Glass Apart: Building a Strong Influencer Community for Saint Gobain

Question: How do you create a wide customer base for a niche product with low awareness, in both product and category?

Answer: By building a community that goes on to influence both B2B and B2C sales.

  • An average of 22% of registered users participate per webinar
  • 120% growth rate of registered users YoY
  • Increase on organic traffic of brand website by 4% due to backlinks from the portal
objective :

Saint Gobain wanted to influence builders, architects and the construction community as a means to make an impression & impact on final consumers eventually.

challenges
  • Absence of any organized digital platform for the target community.

  • Generating interest and engagement among the community purely through content-driven initiative and no other incentive

  • Need to drive focus to a particular niche of glass and related subjects of construction, despite varied community interest in other topics and the category as a whole.

result

The campaign was very effective in driving sales and creating conversions due to the targeted communication to the relevant audience.

120% growth rate of registered users YoY from the target audience. An average participation of over 22% of registered users in every webinar led to 10-12% qualified business lead conversions, per webinar. Meanwhile, the website traffic increased tremendously and we saw a rise in the engagement rate in every user session to a commendable 4.5 minutes.

our approach

At Newgen, we don’t believe in just short-term solutions. We decided to use this opportunity to a create an organised database for Saint Gobain, that would eventually lead to conversions for the brand, especially relevant products in the long run.

  • Brand-Agnostic Community Portal We built a brand-agnostic portal to feature key projects, expert opinions, host webinars and a forum to collaborate with users, among other features.

  • Data Cleansing We catalogued and organised the unorganized contact details from sales and customer care teams to build refined personas from the existing database of over 35,000 users.

  • Customised Communication We shared personalized communication based on the personas for webinar participation to be more relevant.

  • Influencer Impact We identified experts and influencers for generating conversations to create maximum impact and higher engagement with the target community.

  • UGC Focus In order to increase the engagement rate, we created room for more User-Generated Content, that led to a greater volume of conversations as a result.

  • Organic Traffic to Site To improve the traffic on the brand website, we created several backlinks from the portal to the relevant sections of the website. This reduced the bounce rate and increased the general flow of traffic.

  • Profile-Based Targeted Campaign We created personalised profile-based campaigns on social platforms and targeted them to users accordingly. This helped get qualified and interested prospective customers with intent to register, thereby increasing conversions.

result

The campaign was very effective in driving sales and creating conversions due to the targeted communication to the relevant audience.

120% growth rate of registered users YoY from the target audience. An average participation of over 22% of registered users in every webinar led to 10-12% qualified business lead conversions, per webinar. Meanwhile, the website traffic increased tremendously and we saw a rise in the engagement rate in every user session to a commendable 4.5 minutes.