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”.