WPR and Aggreko Power Through to Final of LinkedIn Marketing Awards
Multi award-winning agency WPR and leading temporary power generation and temperature control equipment provider Aggreko have reached the final of the LinkedIn Marketing Awards for their Bridging the Energy Gap content marketing campaign.
Tasked with raising awareness of Aggreko’s decentralised energy technology and how it can overcome barriers of long-term purchased solutions, immediate challenges of high energy costs and unreliable grid power, WPR called upon its wealth of B2B campaign experience, with clients such as REHAU, Lloyd’s Register, Electrolux Professional and Mazak, to deliver this PR and digital campaign.
The campaign was shortlisted by LinkedIn for Best B2B Thought Leadership Content, a category that recognises brands which raise awareness of an issue, own the conversation around it and elevate their reputation through high-quality B2B content they share through LinkedIn.
At the heart of the campaign was a 3,000-word ‘hero’ report to outline Aggreko’s stance on the wider energy debate, which was distributed to the target audience on the platform.
Using engaging animations to illustrate the key statistics from the report, four LinkedIn adverts were also distributed, as well as an InMail from a key account manager at Aggreko.
This engaging content and varied digital approach delivered 4,460 sends, 3,060 above the target, a benchmark exceeding click-to-open rate and 398 unique page visits to the Aggreko equipment hire page in three months.
On top of this, the campaign generated 116 leads – 39 of which were warm prospects – and led to the average dwell time on the company’s equipment hire page to rise by 72%.
Tom Leatherbarrow, B2B director at WPR, said: “It is a fantastic honour to have reached the final of such a prestigious category of the LinkedIn Marketing Awards. Not only is it pleasing that the content of the report itself was deemed to lead the conversation and raise awareness around equipment hire, but it is also great to see recognition for the team’s brilliant digital strategy using the platform to generate the amazing 116 leads for Aggreko.”
Liz Smith, marketing manager Northern Europe at Aggreko, said: “We were over the moon with the lead generation results that this campaign delivered and it is brilliant to see it recognised by these leading industry awards. WPR’s work on the report and wider campaign has been invaluable in positioning Aggreko as an authority on decentralised energy and wider UK energy policy. We are looking forward to more great results on the next campaigns in the pipeline.”