LiuGong Integrated Marketing
In a joint effort with our partner Nelson Schmidt in USA, the MarketLogic team designed, developed, and executed a positioning, channel recruitment, and demand generation campaign for LiuGong in Mexico, Central America, and the Caribbean, with a regional reach, to achieve four specific objectives:
Bulding the brand
The main challenge was that the brand, LiuGong Mexico Central-America Caribbean (MCC), was not positioned in the region and lacked a presence in diverse media outlets apart from social media platforms such as Facebook, LinkedIn, Twitter, and Instagram. Therefore, MarketLogic was tasked with building the brand’s awareness in the target market.Promoting a growing portfolio
Distributors who did exist in MCC didn’t have enough materials to promote LiuGong. Many did not know the right messaging to use and had a major lack of education in digital media.DEveloping the channel
Furthermore, MarketLogic needed to find distribution channels in specific locations within the MCC region. Both the MCC and Caribbean had no distributor community to begin with.New Product Launch Support
MarketLogic was responsible for the translation, adaptation, and creation of materials from scratch and the campaign launch of various products throughout 2023.
Strategy:
We used strategic media placements through regional publication partners to help us reach the right audience, given that LiuGong’s target was aimed at the construction industry.
This helped to promote an increase of traffic to the LiuGong MCC’s website, specifically from Mexico, proving that the right audience was reached through the correct channels.
Social media management:
Over the course of 3 years, LiuGong has had a positive evolution in their channels and resources provided to distributors. With both traditional and social media, they have been able to increase their positioning within the market.
3x
Increased Engagement Rate
300%
Year-on-Year rate of combined channels
Services:
- Strategy
- Research
- Branding
- Creativity
- Content Marketing
- Database
- Paid media
- Social media
- ATL
- Public Relationships
- Lead management
Brand Awareness Campaign
2023 Results:
MCC
84% of site sessions were generated through paid search
750% in website visits during Q4
+359.91% Instagram engagement
Mexico
+141% reach in Q4
9,362,894 estimated impressions from external media
These metrics indicate that the strategies implemented during the year have had excellent results and a positive impact on their target audience.
MCC Paid media :
Reach
+141%
Impressions
+181%
Clicks
+758%
Leads
+22%
B2 ANA Award
All these achievements were recognized in the global B2B marketing competition by the Association of National Advertisers, earning the Silver B2 Award in the International B2B Marketing Campaign category.
In this way, we reaffirm our commitment to help our clients and partners achieve success.
