Branding a revolutionary
e-commerce model for silicones
XIAMETER
Challenge:
Dow Corning needed XIAMETER to do what no silicone brand had done before—sell standard materials in a simple, self-service, digital-first model. The task: relaunch XIAMETER globally while protecting Dow Corning’s premium reputation.
Not every buyer needed hand-holding. Many wanted speed, transparency, and simplicity. XIAMETER wasn’t a compromise brand—it was a brand for a new type of customer.
Insight:
Solution:
XIAMETER’s relaunch introduced a distinct voice—colorful, approachable and unapologetically simple. The global relaunch spanned ads, distributor comms, interactive tutorials and short videos that demystified silicones for emerging markets. It wasn’t just education—it was empowerment.
Results:
<5% to 50%
online sales in eight years.
233%
increase in ‘Likely to recommend’
Awareness and understanding lifted significantly.
Impact:
XIAMETER redefined how B2B could sell online. It didn’t just expand Dow Corning’s business model—it set a benchmark for digital transformation long before the term became mainstream.