More brand awareness and more data for Buildwise

Buildwise (known as WTCB until 2022) supports Belgian construction professionals in their quest for quality, productivity and sustainability. The innovation centre called on Onlyhumans for an integrated marketing strategy.

Buildwise employs over two hundred engineers whose research and recommendations determine the course of the construction industry. Yet the centre’s added value was not sufficiently clear to the broad target audience of major construction companies, SMEs and sole traders.

Buildwise asked us to boost brand awareness, and to capture relevant data while we were at it.

Our approach for getting rid of the pain points was three-fold. First, we focused on digital content with added value. Professional relevance ran like a red thread through our multichannel approach. Second, we launched digital campaigns on the Google and Meta networks, as well as on LinkedIn. Finally, in parallel with the digital campaigns, we ran a radio campaign that put Buildwise on the map as a brand.

By turning the existing content on the Buildwise website into clear and scannable downloads that solve relevant questions and challenges, we made Buildwise more accessible and top of mind with construction businesses of all sizes.

Attractive assets introduced the new name and brand promise (‘technical advice for every construction professional’) to the broad target audience.

We created several radio commercials that were broadcasted pre-morning, between 4 and 7 AM. After all, that’s when most construction professionals are on the road.

Our digital content was a success in terms of downloads and subsequent data capture, achieving conversion rates of up to 62% at an interesting cost-per-lead.

Finally, our radio spots, which were imbued with humour – together with various digital campaign formats and our own magazine – significantly raised brand awareness and created the perception of added value among the target audience.