This global B2B hygiene brand is a leading provider of hygiene and cleaning solutions, offering a range of products and services that promote cleanliness, sustainability and well-being. From paper towels and toilet tissues to touchless dispensers and odour control systems, their innovative solutions cater to diverse environments such as workplaces, healthcare facilities and hospitality establishments.
With a strong commitment to sustainability, the brand strives to minimise waste, conserve resources and promote recycling. Through their website they provide educational content and industry insights to help businesses maintain high standards of hygiene.
The task: replace the pipeline that exhibitions used to deliver.
Growthlabs was tasked with devising a lead generation campaign to replace the brand’s conventional marketing efforts. They wanted to connect with businesses affected by COVID-19 regulations, helping them create a COVID-safe work environment.
Where the work focused.
With in-person events off the table, the whole campaign rested on picking the right channel and building a funnel inside it.
Strategy
A thorough analysis of the available channels and where large-business buyers could realistically be reached.
Lead Generation
A multi-stage LinkedIn advertising funnel built around dynamic ads, remarketing audiences and conversation ads.
The issue
Due to the disruptive impact of the COVID-19 pandemic on industry exhibitions, our client faced challenges in connecting with large businesses — the audience they typically engaged with during in-person events.
With the absence of those opportunities, they recognised the need to adopt alternative strategies for generating leads. They approached us for support in safely reopening office, restaurant and retail environments during the pandemic.
The headline result
A tailored LinkedIn strategy that transformed lead volume.
The solution
This comprehensive approach maximised outreach to large companies seeking hassle-free and effective hygiene solutions for their premises.
Analyse and choose the channel
After conducting a thorough analysis, we proposed a tailored channel strategy to meet the brand’s objectives.
Build a multi-stage funnel
We implemented a multi-stage funnel using LinkedIn ads, combining dynamic ads at the top to drive clicks and build remarketing audiences, and conversation ads at the bottom for targeted engagement.
Create a reason to respond
To align with COVID regulations and support the campaign, we developed a “back to business toolkit”, giving target businesses something genuinely useful at exactly the right moment.
Track everything
A dedicated landing page was employed to facilitate click tracking throughout the campaign, so performance could be measured and optimised rather than estimated.
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