Driving Demand in the Food and Beverage Industry

Client: ABB

Title: Driving Demand in the Food and Beverage Industry

Objective: ABB Electrification (ABB), a global technology leader in electrical distribution and management, partnered with Napier to raise awareness and generate demand for its products, services and expertise in the food and beverage industry.

Activities: To highlight ABB’s solutions, Napier worked with F&B subject experts to manage the creation and delivery of a series of eBooks focusing on ABB’s expertise in three core areas; production continuity, safety, and sustainability. Napier then crafted content based around ABB’s value proposition and key messaging and delivered it using interactive Turtl documents.

Napier then developed and implemented a campaign using Pardot landing pages to gate the eBook content behind forms, allowing them to be leveraged in paid LinkedIn and Google Ads campaigns to drive demand generation. An automated email engagement flow was implemented to nurture incoming leads, providing additional content, and encouraging them to contact ABB for further information.

Results: The campaign exceeded its objectives, with digital advertising achieving an average click-through rate (CTR) considerably above the industry average. The compelling content and targeted ads also encouraged prospects to provide their information in exchange for access to the eBooks and produced many high-quality leads. The campaign’s success has resulted in ABB’s decision to extend and roll out the campaign globally, translating the entire campaign into multiple additional language versions.