A firmly anchored content strategy
How can digital help support specifiers?
A manufacturer of professional tools, Hilti is the world leader in fastening technologies for construction professionals.
The brand takes a distinctive approach to its customers through its network of sales engineers in direct contact with contractors, specifiers and project owners.
While it enjoys undisputed leadership in the European market, the sector was nevertheless marked in 2019 by a genuine revolution. The entry into force of a new standard (Eurocode / NF EN 1992-4) covering the design and sizing of concrete anchors threatened to upend professional practices…
How do you turn the arrival of a regulatory constraint into a genuine market opportunity?
It was with Convergence's support that Hilti chose to structure its communications on the European market, and to design and roll out its communication strategy.
While the new standard aims to bring greater safety, reliability and durability to structures (sizing of concrete anchors and fixings), it can be perceived as a real constraint by construction industry players.
The objective was therefore to position Hilti as the brand that reassures and supports the different target profiles in understanding and implementing this new regulatory requirement, thereby demonstrating its value for everyone.
Evidence-based messaging
To structure the brand's messaging on the French and European markets, 3 levers were considered
- An information lever, to highlight the natural legitimacy and leadership of the manufacturer, an expert on the challenges of the new standard
- A support lever, to make Hilti the partner brand that facilitates and supports the integration of the standard into professionals' work
- A commercial lever, positioning a product/service offering that answers the challenges of this standard (KPI = software licence downloads)
"These three levers allowed us to structure and deliver tailor-made messaging to the targets, built on three levels leading progressively to conversion: raise awareness, build understanding, encourage trial. With digital and data making it possible to segment communications according to the different stages of the customer journey, it was a real opportunity for the brand," explains Paul Ricateau, associate director at Convergence
- Project owners (housing providers, developers…)
- Technical design consultancies (civil engineering, construction, structural…)
- Construction quantity surveyors
- Contractors (major groups)
- Academics, opinion leaders and influencers
The aim was both to support each of these targets through this regulatory change while positioning Hilti as the benchmark player. To target maximum ROI, the agency rolled out a 100% digital, data-driven campaign, in line with the targets' new digital habits. Indeed, it hardly needs saying that specifiers and construction industry players now fully embrace digital in their customer journey — provided you spark their curiosity with high-added-value experiences and content!
Did you say " inbound marketing "?
Raising awareness and driving change among the targets
To raise awareness and drive change among targets with strong inertia (specifiers, project owners…), the agency put in place an inbound marketing strategy spread over several months in response to the customer lifecycle.
This meant breaking away from 100% technical messaging to bring a genuine market perspective; putting in place high-added-value content, and simple, regular and sustainable actions and tools through distinctive formats.
The objective was to give the brand's communications a steady rhythm, creating regular fixtures for the targets and engaging them across different touchpoints.
A 100% digital activation
Stimulating interest and getting the messages across through a multitude of content
To stimulate interest and get the messages across, Convergence multiplied the content formats, giving the brand's communications a steady rhythm over several months
Ebook, webinars, videos, infographics, snackable content, articles, interviews and testimonials
The strategy was activated across multiple digital channels:
Landing page, emailing and newsletters, media partnerships, social media ads (Facebook, LinkedIn), community management, organic (website, news, …), digital PR
A white paper to demonstrate Hilti's expertise
"It is an ideal tool for brand recognition. By demystifying this standard and making it accessible, Hilti legitimises its position as market leader. This white paper becomes a guide for the entire sector, bringing together all the ins and outs of the new standard while also demonstrating why it is an opportunity," explains Paul Ricateau, associate director at Convergence.
LinkedIn: an ultra-targeted network
LinkedIn is a social media platform increasingly favoured by specifiers and construction industry players. Publishing regular posts there builds a lasting bond with the targets, winning them over and convincing them. An information relay that allows Hilti to position itself as a supportive partner. This social platform is thus particularly well suited to social selling strategies (i.e. specification via social networks).
Results
At the time of writing this case study, the campaign is 70% of the way through its run and the results look excellent!
29% click-through rate on the emailings
600 downloads of the white paper in France
1,142 downloads of the white paper in Europe
700 new GDPR-compliant contacts
800 licences sold for HILTI's Profis Engineering software
By choosing to be supported by a communication agency specialising in the construction industry, Hilti helps specifiers integrate this standard more effectively into their daily practice, showcasing its expertise and leadership.
Our finest collaborations, told by the people who know them best
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Discover our projects and work through our client case studies
Discover all our case studies
How do you celebrate a brand anniversary alongside the trade? A campaign that celebrates the brand by talking about others
How do you turn a sales campaign into a must-attend event? When a sell-out campaign is fully embraced on the ground
How do you turn a loyalty programme into an engaging relationship lever? Convergence supports Socoda in modernising its B2B loyalty programme
How do you relaunch a range in an ultra-competitive market? Creating preference among tradespeople by turning a technical task into a source of pleasure.
How do you turn a technical brand into a strategic partner for architects? Showcasing expertise to create value and anchor the B2B relationship for the long term.
