Mitsubishi Electric’s Factory Automation division wanted to promote their full range of products and services to OEM’s (original equipment manufacturers) and called upon Oyster to provide an integrated campaign to build awareness within the industry, attract the attention of a time-poor audience and to reach key decision makers, sales teams and end users.
Time was taken to define the demographics of the key audience groups and establishing how best to reach and engage with them. The resulting campaign was built around the messaging of ‘providing a single solution to all OEM challenges’ alongside the use of maze and puzzle visuals. This was communicated through press adverts in industry publications and a high-impact direct mail piece in the form of a premium quality, tri-fold leaflet with puzzle maze pen attached. This was sent to recipients of a target database and was supported by an email campaign followed up with selected telemarketing to set appointments.
A LinkedIn sponsored campaign was also scheduled to run in conjunction with the other activities with various LinkedIn audience groups being targeted, including: industries, job titles, LinkedIn Groups and specific company names. Campaign visuals were displayed with each of the sponsored posts, which linked through to a range of thought leadership articles produced as part of the campaign and posted onto LinkedIn Pulse to gain maximum exposure throughout the campaign and beyond.
The campaign achieved a great response from the defined contact list as well as the wider target audiences. The direct mail piece made a great talking point during the follow-up telesales activity, which received a fantastic 11% overall response rate with over 100 contacts requesting a visit from a sales person or follow-up call. The LinkedIn sponsored post campaign received 89,000 impressions with 366 clicks through to further information and 72 social interactions including likes and shares. The LinkedIn pulse articles also received over 1k views and 217 social actions including likes, shares and comments.