Despite being the world’s largest building materials company and literally being everywhere, most people didn’t recognize the name Saint-Gobain. This was a problem since Saint-Gobain identified North America as a critical growth region. Saint-Gobain needed to increase brand awareness and improve perception as a forward-thinking and socially responsible company in order to generate sustainable, profitable growth.
Increase in unaided awareness amongst business audiences
Increased awareness amongst consumers
Regional and national PR awards
Saint-Gobain, predominantly a b2b brand, saw a unique opportunity to change its low level of brand awareness among key stakeholders, including consumers in North America by leveraging its 350th anniversary to create a yearlong program, “350 Reasons to Believe in the Future,” that would revolve primarily around a never-before-seen global exhibition called “Future Sensations.” Our PR approach promoted the exhibition in North America through paid, earned, shared and owned media helping people realize how the brand has impacted their lives this whole time and building affinity with a new generation.
Pieces of earned media coverage over 10 weeks
Million media impressions
Instagram photos posted with campaign hashtag
Saint-Gobain decided to address a disconnect between the company’s North American headquarters and its mission by building a physical embodiment of the brand that could show the world how building with its products can impact business viability and employee well-being. Our communications plan for leveraging the headquarters, known as a “Living Laboratory,” from ground-breaking through ribbon-cutting and beyond allowed the company to establish itself as a respected sustainability leader and a great place to work.
Saint-Gobain found itself in a highly unique position to comment on critical conversations and trends in the U.S. and put the brand at the nexus of these issues by creating a robust executive thought leadership program featuring its CEO at the helm. Our strategic approach consisted of:
To demonstrate how Saint-Gobain enhances the well-being of people everywhere, the company developed a national partnership with YouthBuild USA’s green initiatives and construction program that teaches green building skills. By providing underprivileged young people with the tools to create a brighter future, the company addressed several business and societal issues, including filling the gap for skilled workers in the manufacturing and construction industry and creating an affinity for its building materials among young people who participate in the program. Together, we developed a multifaceted program that included community events, employee volunteerism and engagement strategies that were ripe for storytelling across paid, earned, owned and shared channels for over a decade.