The challenge
The automotive glazing aftermarket was increasingly focused on sustainability, but lacked a clear leader demonstrating genuine commitment with transparent data.
Sekurit Service’s unique position across the entire value chain gave it the authentic credentials to own this space. By leading with transparency and education rather than product selling, we could establish the brand as the definitive sustainability leader in automotive replacement glazing, particularly around circularity and environmental transparency.
The strategy would have to resonate with fitters, our primary audience, as well as our secondary audience of insurance companies within automotive trading across five distinct European markets: Germany, the Netherlands, Finland, France and Spain. Reaching them with a unified message that still felt locally relevant required a co-ordinated approach that kept international stakeholders aligned.
And, as this was Sekurit Service’s first major international sustainability campaign, there were no historical benchmarks to reference. It would take our own B2B marketing expertise to establish realistic benchmarks and create a knowledge base for future campaigns.
The solution
Rather than competing on product features alone, we positioned Sekurit Service as a visionary sustainability partner through authentic thought leadership.
Our strategy centred on the circular economy principles of Repair, Replace, Reduce, Recover and Recycle.
We selected LinkedIn as the primary platform for its ability to reach professional audiences with granular precision. The campaign was structured across three deliberate phases.
The first built awareness through video content, introducing the ‘circularity in motion’ concept across all five markets. The second deepened engagement through static ads and thought leader ads, using retargeting to move audiences through the consideration journey. The third shifted focus toward driving direct action in the markets showing the strongest receptivity.
Critically, the campaign was never static. In pursuit of our primary objective of brand awareness and reach, our data gathering led us to make a strategic pivot mid-campaign and change the primary optimisation metric from clicks to video views. By reorienting around video views, we reduced cost per engagement significantly and increased reach within the target audiences.
Market-level performance data also informed ongoing budget reallocation, with spend shifted toward higher-performing markets as more evidence emerged.
The results
The campaign delivered nearly one million impressions across five markets, reaching 45,000 unique professionals and achieving 46% audience penetration. The click-through rate hit 0.65%, whilst the video view rate exceeded 30% — both far exceeding LinkedIn’s benchmarks for the sector. France emerged as the standout market, recording a 1.32% overall engagement rate and a 2.09% engagement rate on thought leader ads.
Beyond the numbers, the campaign established a replicable framework for future activity. As Sekurit Service’s first major international sustainability campaign, it served as a pilot for similar initiatives across additional European markets in future.
It’s proof that when sustainability is backed by strategy, it earns more than attention.
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