The Challenge
Reaching narrow-scope audiences in the multi-disciplinary facilities management industry can present challenges even for recognised global providers of technical products and services, and often requires a sophisticated approach that breaks down silos to target specific roles with specific responsibilities for specific functions relating to a building's operations.
Client Overview
The Camfil Group is a manufacturer and developer of air filters and clean air products with more than 5,200 employees in 24 production units and R&D centres in the Americas, Europe and Asia-Pacific.
Headquartered in Stockholm, Sweden, Camfil generates US $1 billion in annual revenue predominantly from sales outside its domestic market. The company's business is to provide customers with air filtration products and services within four main segments: Air Pollution Control, Filtration Solutions, Power Systems and Molecular Contamination Control.
Client Objectives
Following the post-Covid-19 building re-openings in several countries in 2021-2, Camfil sought to educate and inform facilities and building maintenance and engineering personnel with responsibility for HVAC systems in their organisations about the benefits of high-efficiency particulate air (HEPA) filters - a type of filter for Air Handling Units (AHU) that theoretically removes at least 99.97% of dust, pollen, fungal spores, bacteria, viruses, and other airborne particles with a size of 0.3 microns (µm) - by promoting a series of whitepapers and videos.
The branding element of Camfil's promotional mix focused on raising awareness in the following specific geographies: UK, DACH (Germany, Austria and Switzerland), and the Gulf Co-operation Council (GCC) region.
Camfil's final objective was to generate and nurture interest from prospective customers who would be willing to receive specific information from its regional business development and/or be contacted with a view to arranging site visits to inspect AHUs that might need updating or replacing.
Omnichannel Campaign
Following consultations with the client, it was decided to implement an omnichannel lead nurturing campaign which would focus on generating interest in the series of whitepapers that was to be authored monthly by its in-house technical team, supplemented by:
(a) Branding
- Standard run-of-site display and native ads campaigns to increase awareness of the Camfil brand.
- High-impact display ads promoting new whitepaper launches.
- Monthly newsletter sponsorship.
(b) Knowledge marketing /Lead Nurturing
- Online articles authored by the FM Industry editorial team raising awareness about the company's in-house research activities.
- Client-contributed articles on HEPA air filtration technologies authored by independent 3rd parties
- Company products and solutions announcements promoted on FMIndustry.com.
- Implementation of a dedicated microsite to funnel visitors to a dedicated online space with additional resources (including videos) supplied by the client.
(c) Demand Generation
Combination of sponsored newsletters and (solus) eBlasts sent to recipients from FM Industry's newsletter database filtered by job title/function and country.
Marketing Outcomes
The campaign achieved its intended promotional objectives and delivered 750+ qualified leads.