How we helped Dörken Systems leverage the power of LinkedIn to create one campaign that could be targeted to two separate audiences at once.
Dörken Systems
- 0.6%average CTR
- 35%lead form completion rate
- 427leads with a CPL of only $28
- 20%lead form completion rate from eBook content
Background
For more than 125 years, Dörken Systems has protected all types of buildings from the most extreme weather conditions all over the world.
Services
- Strategic Media Planning
- Media Testing, Optimizing and Reporting
- Media Vendor Relations
Challenge
Normally, Dörken Systems would market its products to either leading-edge architects or builders. But, with the launch of DELTA®-FASSADE SA, there were unignorable benefits for both audiences.
Human Insight.
"Despite their differences, architects and builders do share a common goal: delivering high-quality structures that meet rigorous standards."
Two audiences were more effective as one.
For this type of product, we would normally focus on architects who want to proactively protect their unique designs. However, with the new DELTA®-FASSADE SA, builders could also benefit from a better solution for their application, energy and fire code needs. For the first time ever, we spoke to more than one audience while highlighting ultra-specific benefits.
Growth delivered
From August to October 2019, we leveraged LinkedIn Conversation Ads to promote DELTA®-FASSADE SA across North America to two audiences. We utilized audience attributes to identify relevant member groups within Canada and the US based on region, industry, seniority and title. This not only helped us increase engagement; it helped us earn a silver LinkedIn B2B Marketing Award at the 2020 CMAs.