Challenge
As a leading Swiss construction and property service provider, Implenia wanted to strengthen its position as an innovative and future-oriented company with the "VISION UNDERGROUND" campaign. The challenge was to design a comprehensive cross-channel marketing campaign that would highlight Implenia's pioneering characteristics, reach a very specific target group and build the foundation for their first external themed newsletter.
Solution
In a first step, the campaign comprised six topics that were published simultaneously on landing pages and newsletters at regular intervals over the course of a year. The objective of the "VISION UNDERGROUND" newsletter is to present Implenia's innovative expertise in underground construction and engage with the target group via several marketing touchpoints. We developed this approach:
- Strategy and conception of the campaign.
- Content creation, design and SEO optimisation of the landing pages on the Implenia website.
- A multichannel campaign with:
- Industry-specific digital magazines and newsletters
- Google Display Ads campaigns
- Organic posts and paid LinkedIn posts, including lead ads
- LinkedIn profile marketing with targeted outreach
- Web analytics and campaign performance tracking.
Advance Metrics supported us from strategy and conception to implementation and helped us to build a very specific community. The pragmatic and data-based approach allowed us to learn very quickly which channels and touchpoints work best and to utilize our resources efficiently.
Christian Aepli
Head of Marketing and Brand Experience Implenia
Results
The "VISION UNDERGROUND" campaign achieved impressive results:
- Over 300 newsletter sign-ups that connected directly with the target audience.
- More than 2.5 million impressions across various marketing platforms, which significantly increased Implenia's visibility in this new field.
