Pan-European content and digital marketing campaigns for leading B2B tech manufacturer.
The Client
Operating globally and based in the UK, FLIR is a long-established designer and manufacturer of thermal imaging cameras and sensors for traffic management, security and defence applications.
Following a strategic acquisition, FLIR became a division of the $20 billion US industrial conglomerate Teledyne.
The Requirement
With extensive global marketing activity, including a LinkedIn feed boasting over 150,000 connections, they continually review their agency roster, welcoming new ideas and innovative strategies to ensure optimal campaign performance.
They contacted us as they were looking for a specialist B2B marketing agency to launch a new range of AI-powered traffic management cameras. Covering the EMEA region, the launch campaign had to engage with multiple prospect personas – from influencers to decision makers to trade media – across digital channels and feed MQLs into a sophisticated Marketing Automation pipeline. The culmination of the launch campaign would be a series of exhibitions and roadshows to showcase the new range.
As the adoption of AI technology in the traffic management space was still in its infancy, the launch campaign had to educate the market and dispel concerns before the specific advantages of the FLIR range could be introduced.
We have worked with Tiga on numerous product launch campaigns, and their ideas and designs are always on-brief and creative. They understand our brand, are easy to work with and are responsive - particularly when we need something done in a very short time.
Marketing Manager, FLIR
The Solution
Their Product Management team was spread throughout Europe, so we held several Teams-based discovery workshops, each framed around specific themes: the industry, the hardware and the AI. These workshops enabled us to prepare a briefing document for their approval to ensure content accuracy with this highly technical proposition.
We developed the campaign messaging using the AIDA framework – Attention, Interest, Desire, Action – to initially engage through education about the new technology, create interest with product benefits and build a 'need' with the specific advantages it will bring to the prospect. To simplify the complexity of the proposition, the messaging was designed to evoke rather than explain and humanise rather than functionalise by focusing on the features in action instead of the features as facts and figures.
The campaign was rolled out across organic and targeted paid social media channels, personalised email marketing and content marketing. Our technical team worked with their US-based web team to build the campaign landing pages on their global, multilingual website network and Marketo Marketing Automation platform. We coordinated with various exhibition stand builders to provide all necessary on-brand display graphics for the launch events and roadshows.
The Outcome
When measured against campaigns run by other divisions and in other regions, digital engagement was impressive, and the number of MQLs added to the Marketing Automation pipeline increased notably during the period. Attendance at their exhibition booths and attendee data captured both showed an increase in the same exhibitions the previous years, and there was also significant product interest at the various roadshows.
We were subsequently asked to provide all campaign assets to the US Marketing Team for adaptation to the US market and rollout across their regions.
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