Manufacturing & Construction · B2B and B2B2C
Saint-Gobain: +500% traffic and 8,000+ architect and engineer leads
Quick answer
BGO2 built a content ecosystem for Saint-Gobain and its Brazilian brands targeted at professionals who specify construction materials. In six months, traffic grew 500%, over 8,000 architects and engineers converted into leads, and sales rose 13.8% in the first quarter after rollout.
Case overview
| Company | Saint-Gobain Brazil and group brands, including Brasilit, Quartzolit, Cebrace, and Telhanorte |
|---|---|
| Industry | Building materials and construction |
| Model | B2B and B2B2C |
| Scope | Corporate strategy, purpose alignment, local positioning adaptation, digital infrastructure, content ecosystem, social media, and social management |
| BGO2 Fronts | Branding, Social & Content, Growth & Revenue, CRM & Data |
| Timeline | 2014 to 2016 |
The challenge
Saint-Gobain's brands sell through specifiers: architects, engineers, and construction pros. They needed top-of-mind recall when materials were chosen for projects, adapting their global positioning to Brazil.
The turning point
Move beyond product-only messaging and become an everyday partner in the professional's development and work. When you support specifiers daily, you earn the specification.
What we did
- 01
Saint-Gobain corporate strategy: purpose alignment, localization of positioning, and digital infrastructure for the Brazilian market.
- 02
B2B2C strategy for group brands, powered by a content system built for those who influence the buying decision.
- 03
A digital ecosystem for construction professionals: quick-access technical specifications for estimates and applications, logistics and retail partners, plus training and professional development content.
- 04
Social media restructuring across all group brands and Saint-Gobain Brazil.
- 05
Social management with community engagement focused on lead generation.
Results
+500%
traffic growth in 6 months
8,000+
leads from architects and engineers across Brazil
+13.8%
in sales in the first quarter post-rollout
What this case teaches
In specifier-driven markets, the brand that helps pros do their job is the brand that gets written into the blueprint.
Frequently asked questions
- What is a B2B2C strategy?
- It is when a company sells B2B, but also actively engages end-chain influencers and users, in this case, architects, engineers, and job-site pros.
- Why invest in specifiers instead of just buyers?
- Because in construction, the specifier decides which materials get used in the project.
- How did this drive sales?
- With useful content and easy access to specs and points of sale, brands were specified more frequently, and sales grew 13.8% in the first quarter after rollout.
Results recorded by the project leadership.
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