Wärtsilä Airguard two pipe system

The Challenge

Emphasising The Environmental Benefits
Wärtsilä Shaft Line Solutions had made significant upgrades to its well-established Airguard seal to reduce installation burden, cost and equipment footprint. The challenge for Wake Media and the client was to make potential customers aware of these changes while emphasising the environmental benefits of air seals.
The partners decided that a three-month content campaign was the ideal solution, enabling deeper understanding of the product changes and benefits while driving traffic towards the Airguard landing page.

Our Approach

Fresh And Engaging
In the first stage, Wake Media used its proprietary data to assess the publications most suited to the product and target audience groups, ultimately choosing two publishers.
In the second stage, Wake Media worked with Wärtsilä Shaft Line Solutions to identify the content that would be most likely to achieve their objectives, settling on a conversational podcast and an easy-to-read infographic. These solutions helped the client convey detailed product information in a fresh and engaging way that stood out from conventional white papers and technical datasheets.
The assets were supported by targeted digital advertising driving traffic to a campaign-specific web page.

Impact

Over 2 Million Impressions
The three-month campaign achieved over two million impressions – covering website display ads, email display ads, and sponsored content in targeted key media – and drove nearly 3,000 unique visitors to the product landing page, accounting for more than 80% of total traffic to the page.
The content campaign registered over 6,000 engaged readers of sponsored content pieces, driving more than 390 unique users through to the site. A click-through rate of 4.17%, compared to the industry average of 0.97%, and an average time spent on a page of 1minute 10 seconds, compared to the industry average of 43 seconds, further illustrated the campaign’s success.