Building Global Brand Awareness & Sales Leads

Leading the Change for the Better brand campaign

METHODS USED
Project management, interviews, copyediting, creative direction, audience design, paid media planning, UX copywriting, data analytics

TOOLS
6Sense, LinkedIn Campaign Manager, Google Ads, Google Analytics, Streamyard, SEMrush

COLLABORATORS + STAKEHOLDERS
Cross-functional marketing leaders, internal subject matter experts, digital ops team, external paid media and creative agencies

+$350M or 30%

BRAND VALUE GROWTH YoY

+790%

CVR OVER INDUSTRY AVG.

+150%

CTR OVER INDUSTRY AVG.

The energy transition is about changing today for a better tomorrow. This campaign built brand awareness and credibility in Baker Hughes’ decarbonization expertise and energy transition technologies.

The campaign centered around five gated feature reports that positioned our subject matter expertise. Bespoke illustrations visualized data and concepts in a human way, creating a unifying design that extended our visual ID memorably. The strategy was based on learnings from a 2021 global qualitative brand equity study showing a competitive gap in trust and awareness around our energy transition capabilities, making this a wise investment in world-class multi-channel content.

To promote downloads, we developed a series of social videos featuring our subject matter experts and data visualization animations. We distributed the reports through our Energy Forward Stories content platform in a phased approach with a paid digital campaign. The use of AI audience design enabled us to reach our target audience of decision-makers in specific sectors very effectively and far outperform industry benchmarks by remarketing to ‘warm’ audiences who had already engaged with our content.

We view this 15-month campaign (May 2021-August 2022) as one of the chief drivers of our 33% ($350M) year-over-year brand value increase for 2023. And its content was just repurposed in Q2 2023, generating even more value.