Social and digital amplification for Aggregate Industries
Aggregate Industries prides itself on the high quality service and solutions it provides for customers, which was further reinforced by the launch of LOOP – a new digital package which monitors real time order tracking and electronic proof of delivery.
The brief was simple – to promote LOOP to a site management, foreman and contractor audience in a cost effective manner. The result was a two-tiered campaign including a partnership with a construction online news outlet and targeted social media advertising on Aggregate Industries’ LinkedIn channel. The objective was to raise awareness of the new offering to showcase its capability to the key demographics that would use the technology on site.
The online news outlet partnership was the main strand of activity, predominately due to the audience segmentation available with the publication. The digital campaign package included solus and shared emails featuring key LOOP messaging, all sent to specific demographics. The emails proved successful, achieving over 2,000 opens and more than 160 clicks to the website – resulting in an impressive 7.6% click through rate.
The campaign was supported by social media advertising, bought on a reach basis and implemented over a three-month period. It generated over 34,000 impressions with all content targeted to a specific construction audience.
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