Vestas, the world leader in wind energy, partnered with LinkedIn and Vertic to launch an awareness campaign targeting decision makers at Fortune 1000 companies. The campaign delivered dynamically customized banner ads and messages to over 419,000 employees and 300 executives. It also directed users to company-specific microsites containing insights about renewable energy and Vestas. The campaign achieved over 11 million impressions with high click-through rates. It drove over 10,000 visitors who spent an average of 7 minutes on the personalized microsites. The campaign successfully expanded Vestas' reach and positioned them as a preferred partner among corporate stakeholders.
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Vestas Case Study
1. Marketing Solutions
Vestas
Case Study
Targeting decision makers with
dynamically customized LinkedIn
banner ads and partner messages
“ We chose to work with LinkedIn because it is
worldwide the most popular and respected social Challenge
media for business professionals. Working with • Raise awareness of the brand benefits for companies
LinkedIn gives us the confidence that our message that use wind energy
will be received by the right people and will be • Reach key stakeholders in specific companies to
given the appropriate attention.” drive consideration for wind energy and Vestas as a
preferred partner
Morten Albaek – Group SVP, Global Marketing &
Customer Insight, Vestas Solution
• Deliver dynamically generated LinkedIn banner ads
with messaging customized to the viewer’s company
and position
The world leader in wind energy, Vestas has installed • Direct click-throughs to customized, company-specific
46,000 turbines in 69 countries. Traditionally, the company microsites with high-value content
works with wind farm operators and utilities rather than • Use adaptive design to ensure an optimal experience
directly with corporations. As part of its growth strategy, for users receiving the campaign cross-devices
Vestas is working to expand the market for wind energy as including desktop, tablet and mobile
well as establish mindshare among corporations making
investments in this area. Why LinkedIn?
• Effective
reach into the Fortune 1000 companies
Vestas commissioned two studies, the Global Consumer
targeted by Vestas, with the ability to segment the
Wind Study in partnership with TNS Gallup and the
campaign by company and specific job roles
Corporate Renewable Energy Index in partnership with
Bloomberg New Energy Finance, which showed that
consumers want products made with wind energy, and that Results
corporations are eager to source more renewable energy. • 11 million impressions with a click-through rate (CTR)
These findings were used in the company’s Energy of .11 – .21% among targeted companies
Transparency campaign, executed by its digital agency • 10,680 corporate executives, employees and key
Vertic, to establish a dialogue between Vestas and the opinion leaders visited the site, averaging 7.02
decision makers at leading brands around the world. The minutes
strategy behind the campaign was to deliver personalized • High efficiency with minimal waste: 80% of targeted
messages which revealed insights about renewable energy opinion leaders & 30% of targeted executives visited
and consumer perception of their brand; positioned Vestas the microsite spending an average of +8 minutes
as a preferred partner; and initiated a qualified dialogue
between leading corporate stakeholders and Vestas.