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Strengthening the Core for SKF

A world-leading manufacturer of bearings, seals and related technologies boosts awareness and drives demand for bearing products core to their business with a multipronged marketing program.

THE CHALLENGE

Staying in the lead with a multifaceted program.

SKF is a global leader in the bearing market, and they want to keep it that way. Facing increasing competition, SKF wanted to boost brand preference and grow market share for three of their core products: spherical roller bearings, deep groove ball bearings and angular contact ball bearings. They turned to Godfrey to create a cohesive, integrated campaign that would take a targeted approach for each product.

THE SOLUTION

Speak a universal language: simple math.

To build awareness and drive preference for all three products in a single campaign, we focused on what’s most important to OEMs and end-users: machine performance and business impact. By highlighting performance gains and real customer results through data visualization, bite-sized case studies and application imagery, we showed potential customers that choosing SKF was a simple equation. This concept also allowed for targeted messaging to educate potential customers about the specific application benefits of each product. This data-focused concept carried through all campaign elements, which included unique landing pages for each product, paid media and a social media program.

After the pages launched, our team also developed an incentive program offering free solar packs to drive additional leads from potential customers who provide their contact information. Those who signed up were placed into an email nurture campaign to further engage the audience with case study information and cross-selling opportunities for SKF.

Strengthening the Core Results

THE RESULTS

The leads they were looking for.

The new campaign created a streamlined conversion path that gave SKF the high-quality leads they were looking for, with key job titles and target companies converting. The Godfrey team also developed campaign dashboards for tracking key KPIs. With up-to-date insight, the team could evaluate performance and offer recommendations for ongoing optimization.

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