market what’s

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FELLOWES
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FELLOWES
Building the need for cleaner air solutions.

What they asked for

A lead generation program for the AeraMax Pro air purifier.

What they got

More sales through new positioning and vertical strategy that focused on the real issue: removing harmful allergens.

The Fellowes Brands logo. Fellowes is a manufacturer of paper shredders, air purifiers, record storage solutions and more.

Background: A clouded view on indoor air quality

The AeraMax Pro air purifier from Fellowes helps to deliver cleaner, fresher air to the people and places that are most impacted by bad odors, harmful allergens, airborne bacteria and more.

Fellowes discovered that there was little awareness of the facts surrounding indoor air pollution — and the potential risks it presents. This uncovered an overall lack of understanding of the need for air purification in commercial buildings and other public spaces, like offices, hospitals and schools.

The Answer: An industry-specific approach

CBD's integrated strategy focused solely on highly specific verticals where the need for cleaner air solutions was immediate and obvious. We then coupled that with statistics that proved the negative impact on building occupants, the costs in employee downtime, and the damage to a company’s reputation in instances where lack of cleanliness was reported and shared publicly.

Game-changing tactics were rolled out across all marketing channels in order to drive leads and amp up awareness - including digital direct marketing that leveraged testimonials from major destinations like Legoland®.

First up was an all-new site strategy which consisted of:

  • A direct appeal to critical, functional target audiences
  • Proof points regarding the need for air purification
  • A transformation of the brand's overall look and tone
  • Product testimonials to build trust
  • An emphasis on the product's certifications with asthma and allergy foundations

Then, we extracted insights from paid media analytics and HubSpot landing page performance analytics to optimize the campaign and improve conversion rates across the board.

CBD tested multiple creative campaign options in order to determine product messaging and resonance with a small subset of functional audiences via focus groups. This included building owners, building managers, office managers and maintenance engineers.

The end result? A powerful combination of audience and vertical-specific testimonials and situational benefits to optimize our campaign strategy.

A print ad campaign for Fellowes' AeraMax Pro developed by CBD Marketing.

To further generate leads, CBD applied a content-centric approach. We deployed custom, high-value content to engage facility managers and influencers, establishing AeraMax Pro as an industry thought leader and advocate for healthy indoor air.

A few examples include:

  • White papers: In-depth analysis of the benefits of pure air in a professional facility
  • Case studies: Successful real-life examples of the AeraMax Pro in action (written and video)
  • Social media: Sharing content and engaging key audiences on Facebook and LinkedIn
  • Webinars: Impactful air quality information sessions
The Flu Season Special Report developed by CBD Marketing for Fellowes.

Results

15,844 web sessions

300% increase in web sessions in the three months after launch

EXCEEDED sales projection in one year by 10%