AWARDS 2012 CASE STUDY: Category 16: 'EMEA lead nurturing' for Kensington by Cyance
Kensington’s objective was to sell 30,000 laptop security locks across Europe, we created all the campaign content and delivered multi lingual multi-channel new business lead nurturing campaigns, across EMEA, exceeding year one targets by month four of the campaign.
With no brand awareness and little understanding of the product in the target audience the task was already challenging. With the added complexity of marketing into Germany, France, Belgium, Netherlands, Luxembourg and the UK with little in market resource the challenge was even greater. Using a highly targeted customised content approach to overcome cultural differences, the integration of social, email and telephone in four languages has generated leads with a value in excess of £3million across EMEA.
By moving the conversation from buying a piece of physical security to a board level discussion around data protection and issues affecting shareholder value if laptops are lost or stolen, we have increased both the value and volume of orders. Kensington’s brand awareness has benefited, not just with end purchasers, but also with channel partners; and Europe is now a key growth market.
Simply this campaign deserves to win as it delivered outstanding ROI, a delighted client and happy customers in a tough international market.