Using PR to drive brand awareness for Saint-Gobain
Explore how we shared two key launches for Saint-Gobain with over 9 million people.
Challenge
To amplify two key launches for global construction giant, Saint-Gobain: its UK Home, Health and Wellbeing Report report and its MULTICOMFORT offer — a new, innovative approach to homebuilding.
It was important we raised brand awareness by utilising the report as a device to secure consumer PR exposure and media relations for its new MULTICOMFORT offer.
Solution
We identified impactful story hooks from the report, using them as a springboard to talk about the MULTICOMFORT offer and how it could boost health and wellbeing within the home.
We noted that key themes throughout the report were home design, energy costs, and functionality within the home (i.e. being able to exercise).
Once all hooks were identified, we used traditional media relations and the existing contacts from our extensive home interest experience to target a plethora of press, including home interest, personal finance and health — tweaking the messaging for each to ensure it resonated with the target audience.
For example, we used stats from the report around rising energy costs for personal finance press and offered a solution with the MULTICOMFORT offer and how it creates more energy-efficient homes.
Pre-empting that national journalists would be looking for something exclusive, we liaised with Saint-Gobain to provide case studies and exclusive interview opportunities with Habitat Marketing Director Stacey Temprell to strengthen the pitch.
Impact
- We achieved national coverage, with the story and an interview with Stacey Temprell appearing on the digital and tablet editions of the Metro
- 12 pieces of coverage in total, including in the Cambridge Independent and Bristol Post regional titles, and home interest titles including Homebuilding & Renovating, kb-eye and Home Focus magazine, as well as a finance-focused hit in Finance Monthly
- In total, the consumer reach of the story exceeded 9 million