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.

3. Transformation

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?

3. Transformation

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 netzworks

 

42x

More awareness on LinkedIn

 

>89%

The 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.

26.899

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 and will play an even more crucial role in the future.”

marketing director, florian bausch

Alexander Zitzmann
CEO | Digital Seed

“My personal highlight: Even the specialized B2B marketing publication ‘marconomy’ covered this campaign.”

Step-by-Step:
This is how
we did it.

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.

All Corporate influencer from FSB

2. Step

Digital Interview with Olaf Gröfke, Corporate influencer from FBS on LinkedIn

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!

laptop with slogan

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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No two companies are alike.

That’s why we develop ideas with perfect fit.

Your goals. Your capabilities. Your LinkedIn campaign. Your results.

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/2022 Finstral AG

The first LinkedIn case that spanned across half of Europe. 21 brand ambassadors created creative marketing across 7 country borders.

With this force of concentrated international reach and a network now as large as the population of Nuremberg, this window manufacturer ensures that no architect overlooks the name Finstral AG on LinkedIn.