
Brand Awareness
CASE STUDY with

CLIENT
Normative.io
PRODUCT
Sustainability Management
AUDIENCE
C-Level / Environment
INDUSTRY
Global Corporations

"The service is great, they helped us throughout the process and did extra-effort to deliver in time."
Digital Marketing Manager, Saverio Lapini at Normative.io
53k+
network
Combined LinkedIn network exposure
17'800+
impressions
Post impressions on LinkedIn
+78%
session
Avg. Session Duration increase on website
2%
engagement
Engagement rate on LinkedIn Influencer posts

About Customer
Sustainability intelligence tech leader Normative helps companies around the world measure their environmental impact calculating their entire climate footprint and providing insights on how to reduce their greenhouse emissions. It’s the world's first emission accounting engine for top-performing companies.
Challenge
LinkedIn is an ideal B2B marketing and business development social media platform. However, brands such as Normative, are faced with an increasing challenge to break through the media noise and information overload, especially when it comes to engaging niche market groups in a genuine dialog and drive brand awareness. The campaign’s objectives were set to:

Increase brand awareness across UK, Benelux, Nordics
Engage target audience from 200+ employee companies
Drive new inbound leads from LinkedIn
Solution
As LinkedIn is one of the most dominant business and marketing channels, Normative collaborated with BrandRefer to activate strategic B2B influencers. Such a marketing campaign presented an opportunity to position the brand to their target audience with a personal endorsement from influencers communicating directly with their closest network of professionals. By hiring BrandRefer a complex campaign as this could be launched without any effort.

EMEA
Target audience location
10 INFLUENCERS
LinkedIn influencers endorsing Normative
53K NETWORK
Combined LinkedIn network exposure

Outline and content
Over 2 weeks period 10 strategic B2B influencers on LinkedIn shared each one post endorsing Normative services. Each influencer opened their posts with a unique introduction statement and shared Normative’s prepared content piece and chosen URL.
Normative team set up a tracked UTM link to their main website. Following Normative brand guidelines BrandRefer content team created 8 page SlideShare with an overview of Normative service proposition to include in influencer’s posts and engage a larger audience.
Influencers
Normative had a clear vision of an ideal influencer profile. Knowing that each influencer can directly endorse the brand to their follower base it was important that within influencers network are a substantial amount of professionals in construction, manufacturing, real estate sectors in Europe.
In particular, BrandRefer selected influencers whose network connected Normative with specialists in sustainability, business development, environment health safety, quality, waste management, investor relations as well as board member positions. All influencers were active professionals with clear track record of good LinkedIn engagement rates in the past.
As Normative decided to promote SlideShare format the engagement of the campaign reached fantastic heights and received large audience interest. In total campaign exposed Normative to 53k+ combined LinkedIn network, reaching 17’800+ post impressions. Leading to 2% engagement rate and +78% Avg. Session duration increase on their website.

17'800+ IMPRESSIONS
Post impressions on LinkedIn
+78%
SESSION
Avg. Session Duration increase on website
2%
ENGAGEMENT
Engagement rate on LinkedIn Influencer posts

"The service is great, they helped us throughout the process and did extra-effort to deliver in time."
Digital Marketing Manager, Saverio Lapini at Normative.io