From strategy to success
Alfa Laval, a leading global provider of products in the areas of heat exchange, separation and fluid handling, faced increasing competition in the rapidly growing HVO (Hydrotreated Vegetable Oil) pretreatment market.
Alfa Laval: Biofuel Case Study
The Challenge
The company wanted to extend its market presence, drive engagement and generate high-quality leads in this specialised sector. Alfa Laval needed a comprehensive marketing approach to cut through industry noise, drive meaningful engagement and position Alfa Laval as the trusted partner of choice in HVO pretreatment production.
The Solution
We began with background research and virtual workshops with Alfa Laval’s technical and commercial teams to develop a compelling value proposition and campaign messaging that showcased the core differentiators of Alfa Laval’s HVO pretreatment solutions and technical expertise.
The Results
The campaign delivered strong visibility and engagement across social channels, generating 89 qualified leads overall and delivering significant business value. Messaging that addressed specific regional challenges and opportunities generated higher engagement, emphasizing the importance of tailored content.
Strategy and solution
We began with background research and virtual workshops with Alfa Laval’s technical and commercial teams to develop a compelling value proposition and campaign messaging that showcased the core differentiators of Alfa Laval’s HVO pretreatment solutions and technical expertise.
Target audience segmentation: Quickly identified that we needed to target both technical and c-suite personas.
Core messaging: The messaging focused on operational excellence and timely execution, as well as the flexibility of Alfa Laval’s pretreatment solutions, all encapsulated within the core theme: “Get it right, on time®.” Tailored messaging was then developed for our different audience segments.
Regional Focus: The campaign prioritised key HVO markets, with messaging tailored to address region-specific regulatory requirements and market conditions.
Multi-channel campaign execution: The integrated campaign deployed content across multiple touchpoints:
- High-value webinar featuring HVO market insights and case studies, supported by a comprehensive whitepaper
- Visual storytelling with a carousel infographic highlighting regional market insights
- Social amplification through LinkedIn organic posts targeting both technical audiences and c-suite decision makers
- Paid media strategy with targeted advertising on LinkedIn refined and optimised throughout.
Key Statistics
Visibility & reach
Over 570,000 impressions across platforms highlighting widespread awareness
Engagement
Nearly 3,000 interactions, with organic posts and carousel ads resonating well with regional and technical audiences
Lead generation
The campaign successfully attracted 331 webinar registrations, and 89 qualified leads for the overall campaign
Content impact
Download metrics from whitepapers and infographics confirmed high engagement.
An Inside View
This campaign demonstrated that strategic, region-specific messaging combined with high-value educational content can drive significant lead generation results in technical B2B markets.
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