To generate greater visibility of a recently re-branded company using digital trade multimedia channels in their target markets.
The Challenge:
To generate greater visibility of a recently re-branded company using digital trade multimedia channels in their target markets.
Following a re-brand in 2020, the smart network company, Marlink came to Wake Media with the challenge of running a digital campaign to generate greater brand visibility in their key markets and specifically to shipowners and operators. The overarching campaign objective was to promote Marlink as a modern organisation with an innovative portfolio of satcoms, IT, OT & cybersec products and services and to confirm their role as a Trusted Partner and leading Smart Connectivity provider.
Key KPIs for the campaign included the generation of increased website traffic to Marlink’s new website utilising a variety of rich media advertising assets including HTML5 creative, video content and technical white papers. This included establishing a better understanding of increased web traffic by better use of analytics tools to understand regional engagement levels to focus on their messaging and provide marketing qualified lead sources (MQL’s) generated from white papers downloads, enquiry forms and webinar registrations.
A key aspect of this digital campaign was to transition Marlink from print advertising to predominantly digital marketing methods. This included the issuing of customer communications and updates during pandemic using a variety of virtual formats.
Our Approach:
Our approach was to identify a range of digital channels most relevant through data analysis and our team’s experience. Channels were selected as those with relevant content and engaged audiences that would increase reach and improve brand visibility and awareness in accordance with Marlink’s objectives to provide measurable results.
Key services provided by Wake Media for this campaign included the planning and buying of digital advertisement space, the development of animated display ads, video and the delivery of campaign reporting. We also provided events support, with webinar platform set up and the hosting of a Marlink webinar. Interview audio and podcasts were also recorded, formatted, and delivered.
Impact:
By leveraging the different assets available to us and creating detailed briefing documents and RFP’s the Wake media team were able to increase traffic to Marlink’s website using valuable and engaging advertisements and content. We were also able to optimise the performance of the campaign by reviewing better performing assets and channels over the course of the campaign and as a result of this positive performance was achieved with improved click-through rate (CTR) and reduced cost per click (CPC) rate.
“We appreciate the immense experience and knowledge demonstrated by the Wake Media team during this relaunch campaign. Our transition from print to digital advertising with a focus of increasing web visitors and improving sales conversion rates was made simple and the results are fantastic.” Said Jessika Dammert, Marlink’s Chief Marketing Communications Officer.