Gates Corporation is a leading manufacturer of fluid power and power transmission solutions, pushing the boundaries of materials science to achieve engineering excellence.
LAW Creative was briefed to develop and deliver an end-to-end integrated strategy, value proposition, and go to market plan for Gates Packaging products range. The purpose of the campaign was to increase sales within the Europe, Middle East and Africa (EMEA) region, through a paid digital campaign that would achieve 100 marketing qualified leads.
LAW Creative conducted extensive market analysis, research into industry trends, and audience requirements to ascertain the brand’s unique product benefits and determine the direction of the campaign’s key performance indicators. From this, a strong strategic positioning was developed along with the creative concept: ‘Whatever You’re Packing, We’re Packing the Know-how’.
The campaign was specifically targeted at machine builders and plant maintenance managers across the value chain. Assets were created across multiple channels including a brand film, webinars, dedicated landing page, automated email journey, sales tools including product brochures, product sell sheets and a bespoke sales presentation.
A highly targeted approach was implemented through Google Search and Display advertising, and LinkedIn lead generation adverts to capture webinar sign ups. Keyword research, audience insights, placements, In-market and Affinity Audiences, and bid adjustments based on time and locality were all leveraged throughout the duration of the campaign to achieve optimal results.
Results surpassed initial targets by achieving over 100 marketing qualified leads (MQLs), of which close to half converted into our sales qualified leads (SQLs). From this, many leads were also converted into actual business opportunities resulting in a significant impact on sales.
Brand awareness exceeded industry benchmarks across Google Search and Display, with the campaign reaching close to 5 million impressions which generated a large volume of traffic to the campaign landing page.
Overall, the digital media campaign was highly effective and helped Gates deliver incremental sales and a long-term pipeline for future growth in EMEA.