Campaign successfully launches established B2B brand into new markets

HEIDENHAIN, a Germany-based manufacturer of precision measurement and motion control technology, was well-established in core industries around the globe. However, future growth relied upon evolving the company’s image—and appealing to mechanical engineers in segments that were new to HEIDENHAIN, like automation, semiconductor and biotech.

Objective
Develop a brand campaign that resonates with the company’s mechanical engineering audience—while better
representing the jaw-dropping precision, sophistication and innovation of HEIDENHAIN technology

Approach
LoSasso worked closely with HEIDENHAIN to zero in on key brand differentiators, and determine the sweet spot between those and prospect needs/attitudes. The resulting campaign concept, “Precisely where you should be,” speaks to the idea that engineers are the unsung heroes behind some of the world’s most inspiring mechanical accomplishments. The concept came to life through print, digital and video, and launched in conjunction with a new company website.

Eye-catching print and digital ads drove to a campaign landing page that featured engineer spotlight videos and stories of incredible mechanical accomplishments made possible with HEIDENHAIN components.

5,000 qualified leads

Digital programs with new look, feel and messaging yielded impressive results

5x higher CTR

Our new display ad campaign consistently outperformed channel benchmarks

44,582 video views

A LinkedIn video campaign exposed our target audience to compelling case studies

I was extremely impressed with how self-sufficient [LoSasso] is. Their staff includes experts in every aspect of the business … literally a ‘one stop shop.’ Their team invested so much time and effort to get to know us.

Tom Wyatt Marketing Manager, HEIDENHAIN