By playing on the shortcut of the word “architect” and the familiar French word “archi”, meaning “very”, SNEP reached out to architects via social networks in an offbeat communications campaign. The aim: to fight preconceived ideas and lack of knowledge about PVC, and to inform about six of its major qualities: its efficiency, its environmental responsibility, its easy-going side, its aesthetics, its durability and its reliability. Via LinkedIn, Facebook and Twitter, it was relayed by our members, their collaborators, customers and suppliers. The operation has an unprecedented multiplier effect and allows everyone to make it their own with personalisation to their own company for each post.