A multichannel campaign to promote Outokumpu’s Prodec® superior machinable stainless steel bars to the machining industry and existing distributors’ end-customers in the U.S. and Canada.
The campaign utilized marketing automation, landing pages with gated content, emails and social media: both paid ads and organic posts.
Campaign materials were also produced for Outokumpu’s distributor, who used them in organic posts in their own channels. In addition, a U.S.-based machining association invited their members to the campaign landing page.
The LinkedIn campaign was conducted in two phases: first, it targeted pre-selected groups from the U.S. and Canada. These groups were served both LinkedIn Sponsored Content Ads (awareness ads) as well as LinkedIn Lead Gen Ads, at a later stage.
The audience gathered from the groups was limited in size, so in the second phase, advertising was targeted based on user-listed skills and interests.
GEO: U.S. & Canada
TARGET AUDIENCE: Started with Group-based targeting of CNC professionals in North America. Later broadened to include members with CNC-related skills.
SPONSORED AD FORMATS: LinkedIn Lead Gen Ad, LinkedIn Sponsored Content Image and Video
ORGANIC SOCIAL MEDIA: LinkedIn and Facebook