Herausforderungen

As the brand expanded across product categories and sustainable construction solutions, influencing architects early in the design phase became increasingly critical. However, engagement with specifiers remained fragmented across CPD programs, product trainings, sample requests, and project documentation.

Traditional relationship-led engagement lacked scale, visibility, and structured recognition—making it difficult to consistently drive brand preference at the specification stage.

Key challenges included:
• Low recall during specification: Architects engaged with multiple brands but lacked structured incentives to prefer this brand during material selection.
• Limited CPD and certification completion: Technical training participation was inconsistent, reducing depth of product understanding.
• Delayed influence in the project cycle: Engagement often occurred post-design, limiting impact on final specifications.
• High cost of samples with uncertain ROI: Sample requests were frequent, but conversion into specifications was difficult to track.
• Underutilized sustainability advantage: Green-certified products were not being actively rewarded or recognized in projects.
• Minimal peer advocacy: Award-winning or innovative projects using the brand were not systematically showcased or celebrated.

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Personas involved

• Architects & Specifiers: Earn points and professional rewards for certifications, CPD participation, product specifications, sample requests, and sustainable project adoption.
• Technical Marketing & Specification Teams: Design CPD programs, manage certification journeys, and track specification-led engagement.
• Sales & Channel Teams: Gain early visibility into influenced projects and specifier intent.
• Sustainability & Product Teams: Promote green-certified materials and align incentives with LEED, IGBC, and GRIHA goals.
• Marketing & Brand Teams: Drive thought leadership, case study recognition, and peer influence within the architectural community.
• Program Admin / Super Admin: Configure rules, manage reward budgets, oversee tier structures, verify activities, and track performance dashboards.

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The solution

The Cement & Concrete Products brand needed a structured, scalable way to engage architects as long-term professional partners—not transactional influencers. Xoxoday Empuls provided a unified engagement and rewards platform purpose-built for B2B, channel, and professional ecosystems.

The program shifted engagement from ad-hoc interactions to a behavior-driven specification influence model, where every meaningful professional action was recognized and rewarded.

• CPD & certification rewards to build technical preference: Xoxoday Empuls rewarded architects for completing product certifications, CPD modules, and technical training—deepening material knowledge and increasing confidence to specify the brand in projects.

• Specification incentives to influence early-stage decisions: Architects earned points for specifying the brand’s cement and concrete products in BOQs, tenders, and project documents—capturing influence early in the design and planning phase.

• Sample request rewards to accelerate evaluation: Instant rewards motivated architects to request samples, technical datasheets, and BIM files—shortening evaluation cycles and increasing the likelihood of specification.

• Project showcase recognition to drive peer influence: Architects whose projects using the brand achieved awards or industry recognition were rewarded with professional perks, visibility, and featured case studies—strengthening thought leadership.

• Sustainability certification bonuses to align with green priorities: Bonus points were awarded for projects using certified sustainable products aligned with LEED, IGBC, or GRIHA—reinforcing the brand’s green leadership.

• Design consultation access for top-tier specifiers: High-performing architects unlocked exclusive access to technical consultations, application engineering support, and early previews of new innovations—deepening long-term preference.

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Impact

• 2.4× increase in brand specification frequency across active architectural partners.
• 41% uplift in CPD and certification completion rates, strengthening technical affinity.
• 36% faster project influence cycle, driven by early-stage specification incentives.
• 28% increase in sample-to-specification conversion, improving ROI on evaluations.
• 44% growth in sustainability-led project specifications, aligned with green building standards.
• ₹182 crore worth of influenced project value tracked annually through specifier engagement.
• Significant growth in top-tier architect participation, enabled by recognition and exclusive access programs.

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Conclusion

By implementing Xoxoday Empuls, the Cement & Concrete Products brand transformed architect engagement in the Philippines—from fragmented interactions to a structured, rewards-led specification ecosystem.

From CPD incentives and specification rewards to sustainability bonuses, project recognition, and exclusive technical access,Xoxoday Empuls helped the brand embed itself into the professional journey of architects—increasing preference, accelerating influence, and building long-term advocacy across the architectural community.

The result was stronger specification control, deeper professional trust, and measurable business impact—powered by a scalable, integrated engagement platform built for B2B excellence.