BRIEF
AVEVA is a global leader in engineering and industrial software solutions delivered proven results to over 16,000 capital-intensive industries across the globe. With the B2B market getting more competitive, Comms8 was on the mission to accelerate the brand’s presence in the Greater China market with its newly launched China site then to drive quality traffic and hot lead.
STRATEGY
B2B industry-driven programmatic targeting: With a defined audience persona and their intent-focus, we leveraged our vast audience data across key media platforms in China to deploy an audience-based media strategy to effectively reach our niche B2B audience. In addition, we used a location-based service (LBS) approach to precisely target audiences at their workplace to drive audiences who would be of higher interest in AVEVA’s products to their China site.
Innovative WeChat retargeting approach: To raise hot lead generation, we worked closely with client and breakthrough the constraints of WeChat retargeting capability. By integrating data from extensive display network, the breakthrough allowed us to precisely retarget the audience on WeChat, one of the most popular communications platforms in China, to increase lead generation.
Cost-effective SEM campaign: To bring in quality on-site traffic to AVEVA’s China site, we identified industry-related & cost-effective keywords, and segmented the audience based on their search history. This approach allowed us to retarget the audience and leverage the extensive Baidu network.
RESULT
Our marketing strategy contributed to 84% of the total traffic to AVEVA’s China site and helped generated £20.4 million worth of business pipeline.
We delivered 16.9 million impressions to raise brand awareness with a high click-through rate (CTR).