Unique Selling Stories
Goddesses of Architecture
Video Campaign
Date
Oct 22/ Oct 23
Brief
The 'Goddesses of Architecture' campaign was launched by Viega during the festive season in India, coinciding with Durga Puja and Diwali, to increase brand awareness and engagement among architects, particularly focusing on top female architects in the country. The initiative aimed to highlight the significant contributions and success stories of women in the male-dominated architecture industry, celebrating their achievements and inspiring the next generation of female architects.
What I Did
As the creator and driving force behind the 'Goddesses of Architecture' campaign, I was responsible for every facet of this initiative—from its inception to execution. I developed the concept with the objective of celebrating and amplifying the voices of female architects. I personally reached out to the top ten female architects in India, inviting them to share their inspiring stories. Managing all aspects of the campaign, I coordinated the interview schedules, directed the storytelling approach, and oversaw the production process. Additionally, I crafted the strategic plan for distributing these stories through social media channels, ensuring maximum engagement and impact
Results
The campaign was a resounding success, achieving significant viewer engagement with high view counts on YouTube and Instagram. It not only elevated Viega's brand visibility within the architectural community but also strengthened relationships with key architects who have since become loyal specifiers of Viega products in their projects. The success of the initial launch led to a second season the following year, further solidifying the campaign's impact and reach.
Viega Masters
App based Loyalty Program
Date
Apr 2022
Brief
The "Viega Masters" program was an innovative app-based loyalty initiative launched in April 2022 to strengthen engagement with plumbers—a crucial stakeholder in the construction industry. This program aimed to incentivize plumbers who frequently install Viega products by rewarding them for their purchases. By submitting invoices through a dedicated app, plumbers could earn points redeemable for valuable items such as home appliances, mobile phones, and even motorbikes, thereby encouraging consistent use of Viega products
What I Did
I spearheaded the conceptualization, design, and implementation of the loyalty program. My responsibilities included conducting preliminary research to understand the needs and behaviours of the plumber community, designing the rewards system to ensure attractiveness and accessibility, and overseeing the development of a user-friendly mobile app. I collaborated closely with technology providers to ensure a seamless digital experience and launched promotional campaigns that effectively communicated the benefits of the program to our target audience.
Results
The "Viega Masters" program was met with enthusiastic participation, significantly increasing engagement among plumbers. The program not only boosted brand loyalty within this key demographic.
Step by Step Product Installation Tutorials
Content Marketing- Edutainment
Date
Dec, 2021
Brief
In 2021, I launched a strategic initiative to enhance the visibility and ease of installation for Viega's technically complex piping products. Recognizing the challenges faced by plumbers and our internal technicians with the traditional installation processes, I spearheaded the development of a series of step-by-step tutorial videos in Hindi. These videos cover every aspect of the product installation process, from unboxing to final setup, including important do's and don'ts, making it akin to popular formats seen in makeup and cooking tutorials.
What I Did
I collaborated closely with the Customer Service team to select a skilled technician to demonstrate the installation processes. I oversaw the entire production, from storyboard creation to filming, ensuring the content was informative and accessible. My role extended to distributing these tutorials through various channels, ensuring they effectively reached our target audience of plumbers, sales teams, and channel partners.
Results
The impact of the video tutorials was profound and immediate. Local plumbers began relying on these videos for installations, reducing the need for onsite visits from our technicians and significantly lowering operational costs. Sales teams used the videos as training tools to understand Viega products better and sell them. Remarkably, even competitors found value in these tutorials for their own products, underscoring the quality and utility of the content. As of 2024, this initiative continues to expand, supporting new product rollouts and continuously enhancing user competence and confidence in Viega products.