TARGET Industrial decision-makers, company managers, methods and production engineers, workshop managers
EXPERTISE Social Media Marketing (SMM)
MARKET Automotive, aerospace, agricultural machinery, sheet metal, medical equipment, defence, etc.
Brand awareness
TRUMPF France
CLIENT TRUMPF France
TRADE Machine Tools and Laser Technology
PROJECT Brand awareness
CLIENT TRUMPF France
EXPERTISE Social Media Marketing (SMM)
MARKET Automotive, aerospace, agricultural machinery, sheet metal, medical equipment, defence, etc.
Need
TRUMPF is a German manufacturer of machine tools and lasers, known throughout the world for the quality and performance of its products. However, the French subsidiary suffers from a lack of image, visibility and awareness. TRUMPF France wanted to remedy this situation and raise awareness of the brand and its range of products via a digital marketing campaign. The primary objective was to increase the number of followers to the brand’s LinkedIn account in France.
Approach
After analysing the context, bb&b recommended a digital Social Media Marketing campaign. The precise demographic targeting possibilities offered by LinkedIn compared to Facebook/Instagram and the typology of the target group directed the choice of the channel to be used. The campaign was therefore implemented via the French subsidiary’s LinkedIn page.
Implementation
In a mini-workshop, we worked out the value proposition with the client. This resulted in a creative work plan that served as the basis for developing the advertising concept on the theme of “technological leadership”. The concept was then translated into a digital carousel/video ad. The campaign was aimed at decision-makers involved in the purchase of machine tools. They were targeted via demographic criteria (function, industry, etc.) and via other possibilities offered by the platform. In particular, targeting based on a file of contacts provided by the client, allowing LinkedIn to identify and target similar profiles (lookalikes). The campaign was completed by a second phase of “follower ads“, meant to act as a reminder. The targeting of this second phase was based on the data collected during the first phase. The objective was to reach people who had already seen the ad but had not yet become followers. The initial setup and monitoring of the campaign, the optimisation of the ad variants through A/B testing, the management of the bids and the reporting were carried out by the agency.
Results
During its active phase, the campaign generated more than 200,000 impressions of the ad and increased the number of followers of LinkedIn account of TRUMPF France by 30 %. With an average CTR of 0.75%, the digital ad proved to be particularly effective.
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