ONCE UPON A TIME...
THE (AT THE TIME) LARGEST
LINKEDIN CAMPAIGN IN THE GERMAN CONSTRUCTION INDUSTRY.
Digital, yet still upholding genuine, traditional values. This LinkedIn case demonstrates how to spotlight the people behind a brand.
Idea & mission
FSB - A TRADITIONAL COMPANY TRANSFORMING INTO A DIGITAL EXPERIENCE.
19 Corporate Influencers.
Targeted on LinkedIn.
This B2B campaign revolves around putting the spotlight on the HUMAN.
Situation
1. BRAND PRESENCE
To be recognized by the exact individuals who fit the target audience. Placing stories about the company where they’ll be seen. That was the primary objective…
2. Personality
Digital marketing? But with a personal touch! Because people buy from people. Especially with discerning customers and investment goods, trust is essential.
Ultimately, it was about transformation. About new paths in B2B marketing. The Franz Schneider Brakel GmbH & Co.KG needed a digital presence and modern lead generation.
solution
1. BRAND PRESENCE
19 brand ambassadors focus on their target audience on LinkedIn and engage with them individually. Each of them specifically. And there, they daily place emotional cookies on the screens of the prospects.
2. Personality
19 brand ambassadors focus on their target audience on LinkedIn and make contact. How much more personality could there possibly be?
19 brand ambassadors focus on their target audience on LinkedIn and make contact. That hadn’t happened before. That alone is a transformation. However, it also led to a rethink in the sales processes used within the company up to that point.
result
the truth at a glance:
338%
More contacts in networks
42x
More awareness on LinkedIn
>89%
Hit rate within the target audience
Nr.1
On LinkedIn in competition
By the way, today we know:
The brand ambassadors were able to establish this many contacts within a year.
Florian Bausch
Head of Marketing | FSB GmbH & Co.KG
“Through the campaign with Digital Seed, we’ve learned: Especially LinkedIn plays an important role in B2B marketing now and will play an even more crucial role in the future.”
Alexander Zitzmann
CEO | Digital Seed
“My personal highlight: Even the specialized B2B marketing publication ‘marconomy’ covered this campaign.”
Alessa Kaiser
Intern. Key Account
Franz Schneider Brakel
GmbH & Co.KG
Florian Bausch
Marketing Director
Franz Schneider Brakel
GmbH & Co.KG
Wolfgang Reul
Head of Architecture
Franz Schneider Brakel GmbH & Co.KG
Rebecka von Heesen
Marketing Manager
Franz Schneider Brakel GmbH & Co.KG
Leonie Holtemeyer
Content Marketing
Franz Schneider Brakel GmbH & Co.KG
Tobias Gockeln
CEO
Franz Schneider Brakel GmbH & Co.KG
André Osthaar
Project Manager
Franz Schneider Brakel GmbH & Co.KG
Dietmar Vinke
Head of Sales
Franz Schneider Brakel GmbH & Co.KG
Sarah Breker
Marketing Manager
Franz Schneider Brakel GmbH & Co.KG
Ralf Frischemeier
Head of Global Sales
Franz Schneider Brakel GmbH & Co.KG
Peter Daniel
Vertrieb Baubeschlag
Franz Schneider Brakel GmbH & Co.KG
Markus Michalski
Design Management
Franz Schneider Brakel GmbH & Co.KG
Julie Lauer
Head of
Customer Service
Franz Schneider Brakel GmbH & Co.KG
Hubertus Kieneke
Produktmanager
Franz Schneider Brakel GmbH & Co.KG
Florian Baumann
Head of
National Sales
Franz Schneider Brakel GmbH & Co.KG
1. Step
THE BEGINNING WAS THE BRAND AMBASSADOR. STRATEGICALLY POSITIONED. PERSONALLY MOTIVATED.
FSB employees were trained as brand ambassadors for communication and sales on LinkedIn, each with their own topics, target audiences, and focuses.
2. Step
BOOSTER FOR BUILDING TRUST: PROFESSIONAL WEBCASTS AS LEAD GENERATORS.
A webcast series where the brand ambassadors took the lead roles – this not only conveys information but also emotions – elevating the trust factor to the highest level!
3. Step
THE SAFEST RUNWAY FOR GENERATED LEADS: LANDING PAGES FOR BRAND AMBASSADORS.
To provide potential customers with more information about the brand and product, specific topic-based landing pages were developed, always highlighting the subject matter expert. The perfect entry points for leads!
4. Step
HIGH(ER) PERFORMANCE THROUGH PAID AND TARGETED AD CAMPAIGNS.
The campaign was propelled as a lead booster through performance marketing. Ads on LinkedIn, Facebook, Google, and Instagram directly guide prospects to FSB.
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