Case study

DYKON A/S · Down duvets and pillows made in Denmark, Europe, North America and Asia-Pacific

42 positive buyer conversations from LinkedIn outreach in 6 months.

DYKON makes premium down duvets and pillows in Denmark and sells them to retailers and hotels worldwide. We put its sales team in front of buyers and category managers on three continents, far beyond the trade fair floor.

6 months
3 sales profiles
Europe, North America and Asia-Pacific

Services provided

LinkedIn outreach
Targeting and list building
Message copywriting
Message testing
Monthly reporting

Who we targeted

1Audience

Furniture and home retailers
Hotels and hospitality groups
Online retailers
Architects and hotel designers

Buyers, category managers and merchandisers who decide what goes on the shelf.

2Industry

Retail furniture and home furnishings
Hospitality
Online retail
Design services

3Company size

11+ employees

4Job titles

Buying director
Category manager
Purchase manager
Sourcing manager
Merchandiser
Procurement manager

5Countries

AUAustralia and NZ
DEDACH
NLBelgium, Netherlands and France
GRGreece and Turkey
USUSA and Canada
JPEast Asia

All messages in English.

The numbers

A Danish manufacturer, talking to buyers around the world.

Results from the LinkedIn campaign data and lead tracking over 6 months.

Positive conversations

23 interested buyers, 17 referrals to the buyer in charge and 2 meetings.

150

Replies

Buyers and decision makers who wrote back to DYKON's sales team.

22%

Reply rate of new connections

More than 1 in 5 new connections wrote back.

673

New connections

Buyers and decision makers at retailers and hotels.

The follow-up message test

18%reply rate for the best follow-up message

In the last test we sent three follow-up messages to new connections side by side. The winner got more than three times the replies of the weakest one, and became the standard.

Weakest follow-up, 86 sent5%

Best follow-up, 78 sent18%

Reply rate is replies divided by messages delivered, in months 5 and 6: 14 of 78 against 4 of 86.

ChallengeReaching buyers between trade fairs

DYKON won new customers through its network, trade fairs and its own outreach. It wanted a steady way to reach international buyers in retail, furniture and hospitality, on markets from Germany to Australia.

The goal: open conversations that lead to a meeting, a sample box and a trial order.

SolutionOne offer per profile, then test and refine

Each sales profile launched with a different offer: a test of the buyer's own duvets in DYKON's sleep lab, a free expert consultation, or a free sample box. We wrote every message in English and led with DYKON's lab-tested quality and certifications.

The free consultation offer led the first test. Shorter, question-led openers became the standard after the second test, and in the third test the best follow-up message reached an 18% reply rate. We added a simple "am I talking to the right person?" message to reach the buyer in charge, and rebuilt the audiences by country and company size.

ImpactBuyers on three continents, talking to DYKON

Over 6 months, 673 buyers and decision makers connected with DYKON's sales team and 150 replied. 23 asked for more information, samples or a follow-up, 17 pointed the team to the buyer in charge, and 2 booked a meeting: a hotel group, which received a sample box, and a retail group adding bedding as a new category.

42 positive buyer conversations on three continents.

How we helped

What we did, and when

Three message tests in six months, with a report and action plan along the way.

Month 1
Strategy and targeting
Strategy workshop. Markets, buyer titles and offers agreed, from sleep lab tests to free sample boxes.
Month 1
Launch
Three sales profiles went live, each with its own offer and its own markets.
Months 2 to 5
Testing and optimisation
Three message tests, shorter openers and audiences rebuilt by country and company size. Meetings booked with a hotel group in month 2 and a retail group in month 5.
Month 6
Results
The best month: 235 new connections and 52 replies. 42 positive buyer conversations in total.

Month by month

The best month came last.

Connection requests and new connections each month, across all active sales profiles.

Connection requests and new connections

All active profiles, by month.

RequestsNew connections

30339
Month 1
856128
Month 2
44386
Month 3
35339
Month 4
961146
Month 5
1,013235
Month 6

How we count. Requests, new connections and replies are monthly figures from the LinkedIn campaign data, added together across all active profiles. Three profiles were live in months 1 and 2, and two from month 3. Reply rate on the cards is replies divided by new connections. In the message test it is replies divided by messages delivered. Positive conversations are replies marked "Interest", "Referral" or "Meeting" in the lead tracking. A referral is a contact who pointed the team to the buyer in charge.

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