H.B. Fuller wanted to increase sales to Flexera, one of their adhesive brands. The idea was to target specific geographic areas where sales historically were generated to increase awareness of the brand and drive more sales.
Why Did We Start the Project?
The Challenge
Even though the TEC Specialty brand outperforms competitors in terms of quality and longevity, Flexera was lacking visibility in these markets. It was important to get in front of contractors who were making product decisions, as they hadn't been as familiar with Flexera compared to other adhesive brands. H.B. Fuller needed a way to raise awareness with their ideal customer profile (ICP) to generate leads and help the sales team drive more conversions.
How Did Marcel Digital Help?
The Solution
To tackle this, we rolled out a dual approach, using both display ads and paid search campaigns in key markets. By running them together, we gathered valuable data to fine-tune and scale the campaigns to other regions.
What Happened After Launch?
The Results
The campaigns generated over 15 million targeted impressions, significantly increasing brand visibility and consideration. In total, we saw nearly 950 goal completions, showing that our efforts were successfully engaging the right audience.
We used smart bidding strategies on both branded and competitor keywords to capture attention from prospects who might have gone to other brands. This was a key part of the strategy, helping convert leads at earlier stages of their buying journey.
To make it easier for contractors to purchase Flexera directly, we added a store locator button to the landing page. This led to 355 store locator clicks, connecting users to local distributors right when they were ready to buy.
Additionally, over 350 PDF downloads of product information occurred, giving contractors easy access to detailed specs and data that helped them make informed decisions. These downloads were a strong sign of contractors considering Flexera for their needs and moving further down the sales funnel.
This campaign not only increased brand awareness but also played a key role in driving sales by offering contractors valuable resources and making it easy for them to find distributors. By combining smart digital tactics with the right tools, H.B. Fuller was able to support their sales team and see real results.
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