Brand Awareness

CASE STUDY with

"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

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.

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.

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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.

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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.

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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.

"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

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