962
Website visits
Clicks from the ads to Formkon's site.
ChallengeSpare capacity in a process few engineers knew about
Formkon had invested in new plaster casting equipment and had room for more work. Plaster casting is a fast way to get 1 to 20 prototype parts, and it often leads customers on to die casting and CNC machining.
New business came mainly from sales visits and one trade fair.
The goal: make European design engineers aware of Formkon's prototype casting.
SolutionShow the parts, to the people who design them
We set up tracking and launched awareness campaigns with single images and carousels. We tested audiences built on job function, engineer job titles and lists of large manufacturers, with messages such as prototypes within two weeks, walls as thin as 1 mm and 35 years of supplying Europe.
Images that showed the prototypes did best, and mechanical and design engineer titles performed best, so design engineers became the main audience. From month 5 we offered a plaster casting handbook through LinkedIn lead forms and retargeted everyone who had engaged.
ImpactThe right engineers, clicking well above average
Over 6 months the ads were shown 244,346 times and sent 962 visits to Formkon's website. Click-through rate averaged 0.76% against a LinkedIn average of 0.44%. The design engineer campaign reached 0.91% in its first three weeks of month 4, and the best ad reached 1.76%.
76 named engineers and buyers who engaged with the ads were handed to Formkon's sales team.