Construction
Designed for the future
How does a leading manufacturer of building materials create attention around an innovative, yet overlooked product
By letting architects tell the story of how aesthetics and sustainability requirements give an otherwise generic product new dimensions, airtime, reach and resonance. Through PR, social media, newsletters and content designed not primarily to sell, but to inspire. In this way, the company builds relationships, creates credibility and establishes an ongoing conversation.
The challenge
The building manufacturer wanted to increase awareness of and preference for the product across several markets. Our market analysis showed, among other things, that interest in the category was very low among architects and consultants. Buyers purchase only according to requirements. In short, price and availability drive purchasing decisions. The product needed to be lifted out of the price squeeze by communicating from both an aesthetic and sustainability perspective.
The solution
The market is driven by requirements from building guidelines; local development plans Allocation is largely governed by tenders. Architects are gatekeepers but lack interest. The solution was to let architects present projects where the product had played a decisive role in both architecture and sustainability.
The effect
Through the project, the manufacturer has positioned itself as a Thought Leader with a clear point of view on the future of construction. By inspiring the target audience and giving them a voice in earned and owned media, the manufacturer has become part of the conversation. The manufacturer is positioned as an authority, not simply a supplier. And the product’s innovative benefits have been brought into the light.