Showcasing innovation that enables the world’s most powerful devices
OBJECTIVE
Laird’s product development team had a robust pipeline of innovations that promised to help design engineers across industries mitigate signal interference, improve heat transfer, and ensure reliable performance in complex applications. In addition to equipping its sales reps and channel partners to take these products to market, Laird’s sales and marketing team wanted to expand the reach of these products by developing an inbound marketing program based on a foundation of engaging digital content. They hoped creating rich, informational content and publishing it on a range of channels would showcase these innovations in a powerful way and maximize visibility among more prospective buyers.
Laird, a DuPont business, develops products that enable and protect the sensitive electronic components that power the world’s most sophisticated devices and machines, including electric vehicles, aerospace equipment and data center hardware. The company’s solutions, which span microwave absorbers, thermal interface materials, inductive components, and more, improve signal integrity and power transmission.
Agency services used
Product launches
photography and video
website design and development
social content strategy and development
social advertising
email marketing
content
APPROACH
Laird products are crucial, albeit small, component parts within larger devices. The Agency team knew it needed to show clearly what these products did to enable reliable performance of high-powered, complex devices.
The work
The Agency team also knew that while Laird buyers are sophisticated and highly technical, it was important to showcase the high-level benefits of these new products in consumable way to pique interest and encourage further investigation.
The Agency developed a new product launch program that included short, high-impact animated videos and landing pages that captured the top features, advantages and benefits of the products.
The next step was bringing these materials to market. In addition to equipping Laird’s sales team with these new product launch materials, The Agency created custom branded versions of the product launch webpages for Laird distributors. These custom pages allowed distributors to leverage these materials and streamline the buying process by directing people from these pages directly to their sites. The Agency also promoted the new products to target audiences through an email drip campaign, organic LinkedIn content (amplified by an employee engagement program The Agency spearheaded), and targeted LinkedIn advertising campaigns.
The project brought together The Agency’s photography and videography, website design & development, content marketing, and social media teams in a comprehensive digital marketing program that drove awareness of and interest in Laird products.
Results:
new product launches over 24 months
0
+
video views in 12 months
K+
engagement rate on organic LinkedIn posts
%
clicks per LinkedIn ad campaign in 12 months
+