{"id":5012,"date":"2024-06-11T09:46:35","date_gmt":"2024-06-11T09:46:35","guid":{"rendered":"https:\/\/spoon.se\/case\/the-campaign-that-lifts-the-heroes-of-the-steel-industry\/"},"modified":"2025-11-14T12:37:14","modified_gmt":"2025-11-14T12:37:14","slug":"the-campaign-that-lifts-the-heroes-of-the-steel-industry","status":"publish","type":"case","link":"https:\/\/spoon.se\/en\/case\/the-campaign-that-lifts-the-heroes-of-the-steel-industry\/","title":{"rendered":"The campaign that lifts the heroes of the steel industry"},"content":{"rendered":"
\n
\n
\n

Kanthal's ambition to electrify steel production <\/h2>\n
\n
\n

Who are the heroes in any steel company? Clearly, it’s those who help reduce the company’s emissions while improving productivity and the working environment. In a campaign targeting the steel industry, we helped Kanthal showcase the many benefits that come from transitioning from fossil gas burners to electric heating elements. <\/span><\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n

\n
\n
\n
\n

The challenge<\/h2>\n

By replacing gas burners with electric elements in their heating processes, steel producers can reduce their CO2 emissions, increase productivity and efficiency, and improve the working environment for employees. However, many steel companies were skeptical and lacked knowledge about electric heating’s capabilties. <\/span><\/p>\n

Kanthal, a world leader in industrial heating technology and resistance materials, wanted to convince the right people in the steel industry that electric heating technology is the best choice and is available today. The goal was to obtain 200 quality leads from steel manufacturers in Germany, France, Belgium, and Sweden, and secondarily from Spain, the Netherlands, and Austria, to process further through Kanthal’s marketing automation system. <\/span><\/p>\n<\/div>\n <\/div>\n\n

\n

Insights <\/h3>\n

Heating technology is a niche subject that interests only a handful of informed individuals within each steel company. At the same time, the potential benefits of transitioning from gas to electricity \u2013 improved sustainability, productivity, efficiency, and work environment \u2013 should be of interest to decision-makers across the steel industry. <\/span><\/p>\n

To break through the noise, Kanthal needed to stand out and add an emotional layer to its fact-based arguments. Since an industry-wide technology change is a major investment, long-term engagement with the target audience was required. <\/span><\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

\n
\n
\n
\n

<\/h2>\n
\n
\n

Number of leads <\/p>\n

0<\/p>\n <\/div>\n

\n

LinkedIn clicks<\/p>\n

0<\/p>\n <\/div>\n

\n

Google Ads clicks<\/p>\n

0<\/p>\n <\/div>\n

\n

LinkedIn impressions <\/p>\n

0<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

\n
\n
\n
\n\n

The solution<\/h3>\n

We created the campaign concept called “Be the hero” that played on the idea of being the hero of the workplace. In four films, the heroes were featured in various humorous scenarios reflecting their hero status in sustainability, efficiency, productivity, and working environment. <\/span><\/p>\n

We also produced four “lite papers” in PDF format with more fact-based arguments about the benefits of electric heating technology, and helped Kanthal conduct a live webinar on the topic. The films, lite papers, and webinar each got their own landing page on kanthal.com with the option of downloading lite papers in exchange for providing an email address. <\/span><\/p>\n

With help from our sister agency Trickle, we developed a well-coordinated distribution plan, where the hero films were widely distributed to capture the target audience’s interest, while lead ads for lite papers and the webinar were used for retargeting and lead generation.<\/span><\/p>\n

Together with Kanthal and another of our sister agencies The Domain Was Taken, we simultaneously prepared several email streams with additional content for those who had provided their contact information.<\/span><\/p>\n

LinkedIn was the main distribution channel, but in collaboration with Kanthal’s other agencies, we also added SEM and Google Ads as well as the website’s chatbot, aiming to capture additional leads. The distribution ran for a total of four months. After that, Kanthal continued to process these leads through email campaigns from their MA system. <\/span><\/p>\n<\/div>\n \n \n <\/div>\n

\n
\n