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.
AVEVA’s global branding campaign in China
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 the precise target audience 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 a hot lead generation, we worked closely with the client and breakthrough the constraints of WeChat retargeting capability. By integrating data from an 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 SEM.
AVEVA’s branding campaign in Baidu network
RESULT
This campaign generated £20.4m+ business pipeline generated and added 84% total traffic to the China site. It also delivered 16.9m impressions to raise brand awareness.
This campaign won gold in both the Best Use of Data and the Best Use of Digital from Engineering and Manufacturing at The Digital Impact Awards Asia 2021.
If the above sounds exciting, drop up a message here to discuss more!