Major B2B marketing award for Saint-Gobain Weber
19 12 2013
In this year’s Construction Marketing Awards (CMA), Saint-Gobain Weber’s Loyalty Rewards campaign won first place in the Best Digital Campaign category.
The judges feedback acknowledged the highly innovative ‘You’re gonna love what Weber do’ loyalty scheme and its massive success in achieving high levels of customer engagement and product sales. They commented that the results are: ‘Amazing!’ with a forecast-breaking redemption rate and an ever-increasing register of tile fixer users.
As part of the repositioning of Saint-Gobain Weber’s popular tile fixing product range, the company’s brief to award-winning creative digital agency IndigoRiver, was to raise the profile of Weber to the tile fixer amongst a strong competitor arena. Weber and IndigoRiver identified a sophisticated and creative programme that could be easily monitored, would encourage greater collaboration with distributors and sales teams, and develop an interactive social community which was introduced as a two-phase campaign.
Despite uncertainty in the construction industry Saint-Gobain Weber launched the ‘You’re gonna love what Weber do’ campaign targeting merchants, distributors and tilers. Support channels included point of-sale, How-To videos, trade days, press and online advertising. This has been reinforced by a Love Weber microsite that provides valuable product information and has formed a growing Weber community.
The second phase campaign is based on the Weber Rewards programme where tilers can register and redeem on-pack codes for fantastic added-value rewards which include Virgin Experience days, treat-yourself vouchers for hotel and spa breaks, electronic devices, sports equipment, branded clothing and much, much more. The campaign is on-going and is supported with the Weber Rewards Redeem on the Go app and is being promoted via existing channels and enhanced by a social media programme using Twitter and Facebook.
Peter Temprell, Sales Director, Saint-Gobain Weber, comments: “This campaign has been based on strategic thinking and creative flair and has successfully repositioned the brand with a modern and innovative customer approach. The business has achieved fantastic results and we have transformed our on-line presence. None of this would have been possible without probably the best tile fixing range on the market today.”
After just 12 months of the campaign delivery Saint-Gobain Weber saw record breaking sales in tile fixing products. The campaign has set a Best Practice benchmark across Saint-Gobain globally and has recently won a worldwide Saint-Gobain Pride award for innovation.