To position Polypipe as a global expert in water management for mining applications, we were tasked with creating an awareness marketing campaign to target certain international markets, including Africa, Canada and Finland. The campaign aimed to speak directly to mining and project engineers and procurers, to ultimately put Polypipe front-of-mind, and drive leads for the sales team.
The campaign, ‘Harness your H2O’ was executed through a number of handpicked channels. Spearheaded by strong creative, we utilised a combination of LinkedIn, email, PR and digital and print advertising, in titles such as Mining Weekly and Canadian Mining Journal, to raise brand awareness and drive leads. Topical and informative content was distributed using LinkedIn Articles, which enabled us to push out key campaign messages and position Polypipe as a thought leader.
As well as brand coverage in three international publications, the campaign reached more than 50,000 relevant individuals on LinkedIn, 14 of which converted into warm leads for the sales team. 81 individuals became leads as a result of the e-newsletter activity and 66 people downloaded the campaign whitepaper.