The challenge
After an initial print advertising campaign for 3D printing specialists Additive Industries, The Think Tank was tasked with building on this barnstorming success by growing awareness of the brand within the automotive industry sector.
Despite working with household names like BMW, Volkswagen and the Alfa Romeo F1 team, Additive itself was little known within the sector. Getting audiences to engage with a name they’d never heard of before needed a smart digital strategy.
The solution
Our digital team cooked up a campaign that first focused on awareness before switching to lead generation.
Engagement and conversions would be drummed up via downloadable case studies of Additive Industries’ work with Alfa Romeo and Volkswagen.
Unusually, we took the step of gating these case studies. Additive Industries’ work had achieved eye-catching results –its solutions had helped reduce Volkswagen’s production costs by 650%. This deserved to be shouted about, so we put these achievements front and centre of the content.
With F1 such a hot topic, we knew Additive Industries’ work with Alfa Romeo would intrigue a number of people.
Combined with attention-grabbing document download ads, audiences naturally gravitated towards the content and quality leads were produced via data capture.
Digital ads ran on Google Search, Google Display and LinkedIn to cast a wide net and accurately identify engaged demographics, and targets were directed to a dedicated landing page. Early indicators were outstanding, as click-through rates (CTR) and average cost per click (CPC) seriously outperformed expectations.
Visitors to the landing page spent longer than average on the site, suggesting that they were highly engaged. And of course, the more time visitors spend on the landing page, the likelier they are to convert. We weren’t about to rest on our laurels though. Existing content by Additive was repurposed to efficiently and effectively retarget the audience we had built on LinkedIn and generate yet more leads.
The results
It’s safe to say that the campaign really resonated with the audience we had managed to build.
Compelling titles and the engrossing content of the case studies proved a huge draw, leading to a strong conversion rate, while thoughtful analysis and retargeting meant the campaign didn’t let up its momentum.
With the help of The Think Tank’s digital smarts, Additive Industries connected with a highly engaged audience and acquired a bucketful of leads at a great rate of return.
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