Campaign Series: “Shaping Future Production Landscapes”

Campaign

Aufgabe und Ziel

From 2020 to 2022, KUKA and effective world executed a comprehensive performance and awareness campaign focused on the future of industrial production.

The goal was to promote the whitepaper "Shaping Future Production Landscapes" globally and generate high-quality leads.

International Campaign Strategy in Two Phases

The campaign followed a two-phase structure: 
Initially, the focus was on whitepaper downloads (Phase 1), followed by a shift toward generating contact inquiries and leads (Phase 2).
The campaign was rolled out across Europe, North America, APAC, and Northern Europe, in both German and English.
The channel strategy was also adjusted: While Phase 1 relied heavily on display advertising (80%), Phase 2 shifted toward search and remarketing (70%).

Results: Broad Reach, Lasting Impact

The campaign generated over 30 million impressions, approximately 400,000 clicks, and consistently high lead volumes with more than 150 leads per quarter.

Interest in topics such as Industry 4.0, IoT, Smart Factory, and Digital Manufacturing was measurably activated and successfully converted into qualified contacts –a compelling example of topic-driven B2B marketing with deep technological relevance.