Your Imagination Starts with Our Finish

Content means different things to different people. Articles. Videos. Podcasts. All

sorts. Sometimes the written word has been pushed to one side in favour of newer,

shinier toys in the marketeer’s kitbag. But for certain audiences, the power of the

written word – and written content – is arguably still the most influential tool. The

ability for an expert to present an articulate, coherent argument around a core theme

or idea that sparks the imagination and creativity of others can be an incredibly

effective tool.

So when AkzoNobel wanted to reach an international audience of architects for its

Interpon brand, and convince them of the benefits of powder coatings over traditional

liquid paints, we suggested content was key. We proposed two, authoritative White

Papers, one that focused on the design benefits of powder coatings and a second

to focus specifically on sustainability. And what a success they turned out to be.

By pushing them out through digital channels, more than 400 of the papers were

requested and downloaded, along with almost 200,000 visits to a dedicated microsite,

further content created specifically for the campaign. And if you like your numbers,

the content has led to an uplift in leads across all three regions (EMEA, North

America, and South Asia) and a pipeline of new business estimated conservatively to

be in the region of €3.5 million.

As our client says: “creating great content is a rare gift” and what Gravity

achieved “was amazing across the creative spectrum”.