- CLIENT : Daiki Axis
- SERVICES : Lead Generation & Branding
Client’s Marketing Objectives.
- Daiki Axis India is expanding its reach in the Indian sub continent in terms of manufacturing and sales. It was looking at Digital Landscape as the primary medium to achieve its objectives.
Brief To The Agency
Build brand Salience, lead generation, increase engagements on the social platforms, and create Thought Leadership position for the leadership team at Daiki Axis India.
Agency’s insights and recommendations.
e awareness levels were almost low or nil about Daiki Axis India. This was a new category to be built. The product has applications across all segments – institutional, residential and commercial and where there was usage of water. It was a low involvement product and ranked almost at the bottom of the priority list of the target groups. There was no direct benefit that accrued to the users.
The silver lining was the government’s environment policy. It has mandated all manufacturing in the country to install a decentralized waste water treatment plant in their premises. With this mandate, there are some local manufacturers who are addressing this need, but their products lacked quality, and post service support was a big deterrent.
Daiki Axis wastewater treatment plants came with the most trusted technology- ‘Johkasou’. This formed the core of our content strategy.
We adopted multiple content strategies, which had user sensitization towards the water wastage, product feature-benefit campaigns, user testimonials, treatment processes, among others. Lead generation gave us good insights on region wise demand and enquiry. This was aggressively supported by email campaigns.
We actively pursued Facebook, Instagram for building brand salience and market leadership position for Daiki and LinkedIn for top company executives for building Thought leadership and networking.
Search Engine Optimization on leading keywords gave us good fodder for analytics. Traffic and user behaviour on the website helped us reach them efficiently.
Results
- Twitter and LinkedIn gave Daiki Axis India a good connect with the government and policy makers. Daiki Axis India’s Green certifications and other compliances for resourcing of water gave them greater confidence and the product aligned well with the government of India’s sustainable development goals and circular economy. Our quality of leads had almost 85% accuracy. This not only gave the Daiki Axis India the genuine business enquiries but also, data on which regions are more active and responsive to this concept.
- We opted for genuine organic growth for engagements. Each engagement was genuine. Facebook saw maximum engagement followed by Instagram. This helped Daiki to build visibility on digital platforms by creating lead magnets to generate leads, using search engine optimization to get more engagement on Daiki’s website. Running awareness campaigns and interactive ads on Facebook, Instagram, LinkedIn and twitter to create social media presence for Daiki. This approach helped in gaining recall value for Johkasou STPs. We also published white papers, blogs, and research notes on Johkasou. The concentrated approach and conviction of Daiki Axis India has helped the campaign rise high on its determined objectives and goals.
