BMI Monier

Astonish to generate the engagement of a target micro

cloud-2

Promote innovation in the service of business.

logo-BMI

A pioneer company in the development of complete roofing systems, BMI Monier, a subsidiary of the BMI group, has been firmly established for more than 100 years in France.
To establish itself as the benchmark in the sector, the company reaffirms the positioning of its brand on components, highlights the expertise and R&D developed within the group, but also their cutting-edge training center through a targeted creative and digital campaign.

A CREATIVE CAMPAIGN TO REVEAL THE INNOVATIVE DNA OF THE BRAND

Pioneer, precursor and always attentive to its customers, BMI Monier is the definition that a roof is the creation of many things :

  • a family
  • a company
  • peace of mind…

Thanks to BMI Monier tiles and systems, roofers are the creators of a new life in complete safety.

In short, a creative campaign that strengthens BMI Monier’s position as a roofing expert, and which also increases the share of components in the brand’s communication.

A CONVERSATIONAL CAMPAIGN AS A PERFORMANCE ASSET

Use AB Testing and personalization in the dissemination of a conversational campaign, by playing on the consideration of the brand and the product advantages to generate exchanges with the audience.

The key points of the conversational campaign :

  • More than 20,000 roofers targeted in France
  • Personalization by region and by sales representatives
  • Multiplication of formats for a better experience

STRENGTHEN BRAND AWARENESS, WHILE GENERATING LEADS

An efficient system thanks to the association of 2 distribution channels and an innovative strategy :

  • Display in Google Customer Match strategy
  • Facebook in Look Alike strategy.

What are the benefits ? Accelerate the visibility of the brand and generate leads thanks to a “gated” strategy.

Dynamic notoriety tools but also conversion tools, Paid messages played an essential role throughout the campaign.

AND THE FIGURES?

2 months of campaign and still in progress…

+0k

mails sent

0

leads generated

+0k

Impressions

0k

clicks

Aurore

A WORD FROM THE AGENCY

“The fine performance of this brand awareness and lead acquisition campaign is based on an impactful concept, positioning that enhances the target, the relevance of deployment choices and the agility – creativity of the Aressy teams.”

Aurore Anneville, directrice de clientèle Aressy

Veolia

INSPIRE
DECISION-MAKERS

Veolia-Energie
Veolia-Recyclage
Veolia-Air

BRINGING OUT SOLUTIONS FOR ECOLOGICAL TRANSFORMATION IN LOCAL COMMUNITIES

 

How to build a communication strategy around the municipal elections, when the first concern of the French is preserving the environment, and everyone is looking for solutions to respond to it ?

 

To advance the territories in their ambitions, we have supported Veolia in its desire to share with elected officials, candidates, their teams and the community ecosystem a range of solutions which, together, are likely to reduce greenhouse gases up to 30% of the reduction necessary to contain the increase in temperatures below + 2 ° C (Roland Berger study).

 

With the objective, in the short term, of familiarizing the target audience with these solutions, of presenting their concrete benefits for the territories and their inhabitants and of consolidating a positioning as a partner (consideration).
And, in the longer term, to identify the most interested actors who can be contacted again to implement these solutions (qualification).

Mockup Veolia 2
Mockup Veolia

MAKE THE
“STORYTELLING”
OF THE OFFER

A technical offer (cooling networks, reuse of treated wastewater, urban agriculture, etc.) has been edited in mini-files allowing for citizen and collective benefit (cooling cities, fighting against droughts, feeding cities otherwise, etc.), to train readers in the issues, to make them aware of the potential of solutions.

 

The content of these files has addressed both elected officials with an often generalist profile, and more expert technical service directors.

 

The format has been developed into a white paper, aggregating these mini-files, named: “Environment and territories: 15 proposals to make a difference”.
This is content with high perceived value, used digitally to generate leads and engage targets.

PUSH
THE CONTENT
WITH PRECISE TARGETING

The white paper and other files were the subject of a paid media distribution strategy combining different channels depending on the objectives.
The levers of consideration, intended to help people discover solutions, made it possible to achieve significant coverage of the target, at an attractive cost (CPM) and with limited loss. For example, with a programmatic distribution to vertical professional hubs, such as the Gazette des Communes.

REACHING INFLUENTIAL
MICRO-
COMMUNITIES

A channel like Twitter, with targeting according to key accounts or #, makes it possible to reach micro-communities as close as possible to certain decision-makers.

It was thus possible to target followers of specialized media or qualified personalities, as well as audiences participating in specific conversations or specific areas of interest.

IDENTIFY
INTERESTED STAKEHOLDERS

Other levers are more oriented towards qualification. Thus, LinkedIn has made it possible to raise awareness in a much more detailed way of specific professional profiles, of political leaders in charge of identified delegation, directors or managers of technical services,… but by reaching fewer contacts.

 

On all the leads collected, a classification was made between rank 1 contacts with a decision-making role (for example a Chief of Staff) and rank 2 contacts further away from the decision but able to play a recommendation role (for example an environmental association). A classification which made it possible to manage the campaign with precision, to optimize the use of the various thematic files and distribution channels.

CREATE A REGULAR
RELATIONSHIP
AND SCORE THOSE
WHO REACT

As digital media does not encourage in-depth reading, we hypothesized that a person downloading the ebook of the 15 proposals read only part of the subjects, only browsing one or two articles. We made it an opportunity and decided to send the articles by email, to enrich the relationship initiated with the reader.

 

Measuring reactions (opening, clicking) made it possible to identify a more interested core target: beyond a certain number of points, it does justify a direct contact proposal.

ENGAGE &
MEET

The sum of the “15 propositions to make a difference” was also printed to make it a support for relationship creation. Distributed directly at certain key times, during major event fairs such as the mayors and local authorities fair, it was also sent to certain clients, and is used as a lever to trigger the meeting or broaden the nature of the discussions.

 

In general, the paper medium, more durable, better to read when it is a long content, and with an easier handling by the reader, ensures the information is shared and lasts in the reader’s mind.

AND THE FIGURES ?

+
0

million impressions

0
x

repeat on LinkedIn on average

0

leads including 26% of rank 1 Top target

RPrudent-veolia

“There is an ecological emergency, and yet bringing out new solutions takes time. There is the time for diagnosis, R&D, experimentation,… There is also the time for promotion and appropriation by customers. The approach adopted during our campaign helped to accelerate these final stages, to initiate a wider and faster deployment of our solutions in the field. An approach which also testifies to the transformation of communication towards the territories, with a combination of more digital levers, making it possible to better target, better measure efficiency and to forge a long-term relationship with our audiences… ”

 

Romain Prudent, Directeur communication France, Veolia

Siemens

Accelerate its notoriety
in a targeted business sector

Develop your brand and differentiate yourself to stand out from the crowd.

Synonymous with technical performance, innovation and quality, Siemens operates in the fields of intelligent infrastructure for buildings, decentralized energy production, automation and digitalization in the manufacturing and process industries.

The development of its positioning and digitalization offer, with major accounts in the Beauty & Cosmetics sector in France, was based on a highly targeted digital campaign.

A VISUAL IDENTITY FOR NEW AMBITIONS

Creation of a dynamic visual identity, illustrating the Beauty & Cosmetics sector. Accelerate the visibility of the Siemens offer in this sector with strong codes.

A BEAUTY &
COSMETICS
SECTORAL
CAMPAIGN

Supported by a LinkedIn and programmatic media campaign, the sectoral ebook download made it possible to validate the audience’s interest in the Siemens offer and to recover high-value contacts in the Beauty & Cosmetics sector.

A DEDICATED MINI-SITE AND LANDING-PAGE

The mini-site and the landing page dedicated to the Beauty & Cosmetics sector have made it possible to accelerate the visibility of the brand : they give credibility to the approach in the target market. As true conversion tools, they played an essential role throughout the campaign.

TARGETING
THROUGH PROGRAMMATIC
MEDIA

AND THE FIGURES ?

Formats created & 1 asset

0

Campaign months

0

Impressions

0k

Leads generated

0

Audrey Keller

A WORD
FROM THE AGENCY

“The fine performance of this lead acquisition campaign is based on the strong personalization of visuals, the relevance of targeting and the agility of the Aressy teams.”

Audrey Keller, Account manager.

Dassault Systèmes

INNOVATING
TO INTEREST

Leads generation

 

 

A campaign to assert its positioning in the market for 3D design software for SMEs and Start-ups.

As a world leader, Dassault Systèmes innovates on a daily basis to offer its customers and prospects more creative, collaborative and industrial possibilities.

TALK
TO START’UP

An ambitious creation that breaks codes, both for customers and BtoB: colors, promise, shapes… Dassault Systèmes shows its creativity by reinventing itself for those who never stop innovating: Start’ups.

CAPTURING
THE RIGHT LEADS

A USER’S MANUAL FOR SUCCESS

In detail, there is a landing page with a call to action and the Creative Book: what makes up the 3DExperience solution, how to use it, set it up and take advantage of all its power. Then the proof by real customer cases and similar to our targets.

STAND OUT
IN FLOWS

Two “social” videos to appear on our targets’ social networks and enhance the benefits of the 3DExperience solution. The first highlights the design of a “general population” object, a connected speaker …

TARGETING THROUGH
PROGRAMMATIC MEDIA

DISCUSS CONCRETELY
BETWEEN EXPERTS

studiovictoires

To continue the discovery of Dassault Systèmes solutions and engage targets, a digital news broadcast was proposed.
Much more than a Webinar, the show went live from the Studio Victoires using the codes of television news.
Internet Streaming made it possible to respond live to questions from Internet users & FrenchWeb public.

AND THE FIGURES ?

Cumulated Leads

+0

EBook Leads

+0

Media Sources

0

UTMs created

0

Aurélien Gohier, Senior digital manager – Dassault Systèmes

 

“A creative campaign that links meaning and performance”

BRIEF