Breaking Through the Noise
From the Ground Up
An IMU technology company needed to establish brand awareness and educate the industry about its new technology before its appearance at an industry conference. As a start-up company with no established website or market presence, it struggled to successfully drive awareness and launch a breakthrough product.
The company needed to effectively highlight the tool’s value proposition while establishing itself as a credible and trusted partner. In addition to this feat, it entered the highly competitive and saturated pipeline integrity management space.
Awareness In A Competitive Space
The campaign’s primary objective was to build brand awareness for the start-up company as it entered a competitive space with no existing website or market presence. Given their lack of a digital footprint, the goal was to lay the groundwork for the company’s brand identity while promoting its new IMU technology platform to pipeline operators. The campaign aimed to achieve several key objectives:
- Establish the brand’s identity with no prior digital footprint
- Stand out against established competitors
- Generate immediate engagement by building recognition and establishing trust
- Introduce their new technology that was more accurate and less costly than competitors ‘
Small Audience, Big Reward
FORME Marketing helped launch a LinkedIn paid campaign that strategically targeted pipeline operators and industry professionals in the U.S. and Canada. This approach combined A/B testing of two distinct ad formats – video and photo ads – to determine which format resonated most effectively with the target audience.
The campaign was designed to target specific oil and gas industry professionals by name, including key decision-makers. This strategic targeting approach ensured the messaging reached the correct audience, leading to more relevant and high-quality interactions.
The two formats were then A/B tested to gauge which one would provide the best results:
- Video ads highlighted the product’s benefits and explained the value proposition.
- Photo ads also focused on visually showcasing the product’s functionality and ease of use.
The ads directed the audience to a dedicated product page with clear calls to action.
Breaking Through The Noise
Through partnering with FORME Marketing, the client gained a better grasp of its audience’s preferences. The campaign resonated with the target audience’s needs by emphasizing cost savings, ease of use, and accuracy.
FORME Marketing understood the brand’s essence, positioning it as a reliable and cost-effective alternative to traditional industry solutions. The campaign was both educational and was able to break through a competitive market.
The campaign exceeded the client’s expectations, generating significant exposure, engagement, and lead generation.
The Results
The A/B testing results confirmed that while photo ads reached a broader audience, video ads were more successful in driving deeper engagement.
Notably, 45% of impressions came from engineers and 21% from operations professionals, with the oil and gas industry accounting for 48% of total impressions, revealing that the campaign effectively reached its intended audience.
The campaign not only met but surpassed its original objectives by building brand awareness, generating leads, and establishing the company as a credible presence in the pipeline integrity market.
Client
IMU Technology Company
Industry
Pipeline Integrity
Services
Paid Social Media
Key Benefits
- 50k impressions from paid ad campaign (combined)
- 21% portion of tracked impressions from operation professionals
- 45% portion of tracked impressions from engineers
- 26 days to generate a target lead
Impressions from paid ad campaign
%
portion of tracked impressions from operation professionals
Days to generate a target lead
%
portion of tracked impressions from engineers
© 2024 FORME Marketing | Privacy Policy & Terms and Conditions | Website by FORME Marketing