Saint Gobain Premier League
Brief
Drive consistent daily engagement with a geographically dispersed retailer network through a simple and scalable platform, while improving product awareness and recall. The objective was to move beyond transactional communication and build an ongoing, habit-driven relationship between retailers and the Saint-Gobain brand.
Insight
Retailers engage most actively on platforms that are already part of their daily routine, with WhatsApp being the most preferred communication channel. At the same time, cricket remains a shared passion that naturally captures attention and participation across audiences. By combining product education with the excitement of cricket, engagement could feel entertaining rather than obligatory.
Idea/Execution
We transformed retailer engagement into a cricket-themed gamified experience called the Saint-Gobain Premier League (SGPL).
Hosted entirely on WhatsApp, the initiative leveraged the familiarity and accessibility of the platform to drive daily participation. Retailers were invited to take part in a series of bite-sized cricket-inspired challenges that blended fun with product learning.
Each challenge was designed to be simple, interactive, and rewarding, encouraging retailers to return every day. Product information was seamlessly integrated into the gameplay, ensuring that participants absorbed key brand messages and product benefits without feeling like they were being sold to.
By combining the nation’s love for cricket with a low-friction digital experience, SGPL created a sustained engagement ecosystem that kept Saint-Gobain top-of-mind while strengthening relationships with its retailer community.
Impact
- Generated 13,000+ engagements over a span of 6 weeks.
- Achieved consistent daily participation ranging from 350 to 500 retailers.
- Increased product awareness and recall through repeated interaction and gamified learning.
- Successfully transformed retailer communication from a transactional touchpoint into an engaging, habit-forming brand experience.
- Strengthened Saint-Gobain’s connection with its retailer network through sustained and meaningful engagement.
What made it special
Rather than pushing product information through conventional channels, Saint-Gobain turned learning into play. By meeting retailers where they already were—on WhatsApp—and engaging them through their passion for cricket, the brand created a scalable engagement model that delivered both participation and product recall at scale.
