NKT
Test-based LinkedIn awareness campaign
As globalization, population growth, and the demand for a modern lifestyle continue to increase, so does the need for reliable access to electricity. NKT’s purpose is to meet this growing energy demand in a sustainable and responsible way.
To strengthen brand awareness and build a stronger foundation for future paid campaigns, NKT partnered with OFF ROAD to develop and execute a test-based awareness campaign on LinkedIn.
CHALLENGE
Four business areas and multiple internal stakeholders
NKT offers a broad range of products and services – from low- and high-voltage cables on land and subsea to the installation and servicing of both modern and legacy cable systems. With four different business areas and multiple internal stakeholders, the organization is complex.
NKT wanted to increase awareness of its brand and ensure a strong position in the minds of its target audience. The challenge was therefore to develop a campaign that could encompass the breadth of the business and its various areas while delivering a clear and consistent message.
Previous campaigns had not delivered the desired results, and NKT therefore needed a more structured approach to audiences, messaging, and timing.
SOLUTION
An agile and data-driven campaign structure
The campaign was built around NKT’s four core messages, allowing the communication to be tailored to different segments and tested against one another. We worked with several different ad formats, varied copy lengths, and tested different ways of communicating the individual messages – some more specific, others broader.
Our approach was therefore both exploratory and experimental. Throughout the campaign, we continuously adjusted our efforts and continued with the messages and formats that performed best. In total, we tested 51 variations. The agile methodology made it possible to build new knowledge about what works for NKT.
PHASE 1
The ads were tested across target audiences and four different messages.
PHASE 2
In Phase 2, we tested different ad formats using the messages and target audiences that had performed best in Phase 1.
PHASE 3
The two best-performing ads from Phase 2 were then carried forward to Phase 3, where we tested different copy variations.
RESULTS
A strong and thoroughly tested go-to-market approach
Through continuous, data-driven testing and optimisation, it became clear which target audiences are the most relevant, who they should be addressed to, which messages resonate most effectively with the audience, and which ad formats and copy layouts are best suited to delivering those messages.
NKT now has a strong foundation for planning and executing future brand awareness campaigns in a more targeted and efficient way – supported by a strong and thoroughly tested go-to-market approach that aligns with internal stakeholders.
Professional and strategic
Our collaboration with OFF ROAD has been characterised by strong professional expertise and a sharp understanding of our brand. Their test-based approach to LinkedIn has provided valuable insights and significantly strengthened our awareness efforts.
Vibeke Christensen
Senior Manager, Brand Governance, NKT
How can we help you?
We take the time to deeply understand your business, challenge existing assumptions, and identify the changes that truly make an impact. With a strong sense of ownership and a proactive approach, we help you prioritize, implement, and evolve your digital setup. Let’s start a conversation about how we can work together — both strategically and operationally.