Rebranding via LinkedIn-Campaign
From Makrolon® to Exolon® – Communicating a Brand Transition
Campaign
| Topic: | Exolon Group – Bringing a Brand Transformation to Life |
| Industry: | Thermoplastics Industry |
| Client: | Exolon Group Exolon Group is a leading supplier of solid and multiwall sheets for various innovative applications. The company develops, produces and distributes polycarbonate sheets, polyester sheets made of high-quality plastic. www.exolongroup.com |
| Target Group: | Customers, Suppliers, Partners, Interested people |
| Goal: | Website traffic for rebranding landing pages |
| Date: | April–July 2021 |
| Languages: | DE, EN, FR, IT, NL |
| Market: | Europe |
| Channel: |
Challenge & Solution
For the Exolon Group, it was crucial to clearly communicate a strategic change in the market: the product name Makrolon® was replaced by Exolon® – not for one, but for two product lines (Multiwall and Solids).
The challenge was to drive targeted traffic to specific landing pages and digitally support the transition with precision. The objective was to avoid market confusion and clearly establish the Exolon name.
The multilingual LinkedIn traffic campaign used high-quality visuals combined with precise audience targeting, directing users to dedicated microsites
A Pan - European Campaign in Five Languages
The multilingual LinkedIn campaign ran from April to July 2021 in German, English, French, Italian, and Dutch.
The goal was to raise awareness and provide clarity within the target group, while presenting a consistent and professional brand image.
Results: Impressive Reach and High Relevance
With over 1 million impressions and 5,355 qualified clicks, the campaign achieved an average CPC of just €2.81.
Targeted audience segmentation and a clear messaging strategy were key to the campaign’s success – a best practice example of how to digitally support a complex brand transition.
| KPI | Result |
|---|---|
| Impressions | 1.028.226 |
| Clicks | 5.355 |
| ∅ CPC | 2,81 € |