The main goals were to build awareness through interaction and generate sales leads; an integrated content marketing approach was developed that included knowledge pieces explaining the technology and opportunities, alongside case studies for specific audience sectors. These were held on a Stories and Insight hub on the Leica Geosystems website which can be viewed here.
Several digital channels were used to promote the content including social media (paid and unpaid), programmatic advertising, Google Display advertising and native advertising.
The concept communicated the ways that the technology ‘enabled’ the user in a variety of ways; to understand more about their project, to be more profitable and to achieve better outcomes.
The campaign resulted in very high levels of engagement and interaction with more than 30 million impressions, 51,000 clicks and 4,000 downloads delivering exceptional ROI, lead generation and brand awareness.