A changing market in beverage production challenged one of the industry’s biggest players to rethink their position Sidel is one of the world's leading providers of full liquid packaging production lines. The company has more than 5,500 employees in five continents and installed more than 30,000 machines worldwide. Sidel Meeting the shift in customer demands The industry for beverage packaging equipment has changed significantly in recent years. Historically, the vast majority of the market has purchase stand-alone equipment – meaning all components of a production line were bought individually. But within the last three years, the sale of complete lines has increased significantly and now constitutes more than 50% of the market. This challenged Sidel – one of the industry’s biggest players - to consider how to address this shift. Together with Sidel, Kunde & Co developed a complete line strategy – formulating the new concept before rolling it out across both analogue and digital touch-points. A complete line is a complete solution A crucial goal of the project was to define a concept and storyline that differentiated Sidel from its competitors. Together with Sidel, we formulated a core story in which an integrated solution is not only about the equipment itself, but about understanding and knowing what it takes to deliver an integrated solution. Read about the strategic work Strengthening the brand and ensuring an integrated go-to-market strategy Read more about how Kunde & Co defined the concept and thinking behind an integrated marketing plan that yielded strong results for Sidel. Lead generation through intelligent targeting To generate more leads, Kunde & Co introduced an intelligent targeting system. Through advanced retargeting, we were able to exploit the digital behaviour of Sidel’s target audience. By developing tailored content, we aimed to advance and mature the target audience, from brand awareness to consideration and finally conversion. Improving UX with interactive solutions To better communicate the concept of Sidel’s complete line, Kunde & Co introduced an interactive solution allowing potential customers to explore each step of the process individually. And to meet the different beverage segments specifically, we developed an interactive map that enabled users to explore specific parts of a complete line concept. Increasing interaction on social channels To better connect with potential customers, and build credibility as a complete line provider, a key part of the campaign was the activation of Sidel´s blog and social media channels, namely LinkedIn and Facebook. In partnership with Sidel, Kunde & Co produced more than 10 blog posts and 30 pieces of static and dynamic social media content. What we delivered Campaign strategy and concept Brochure + 30 pieces of static and motion social media posts Concept film 8 blog posts Ads Landing pages E-mail nurturing flow Display ads Retargeting flow for social media See some of our other work within related areas Design Film Digital Social Corporate Internal alignment Marketing strategy International brand alignment Lead nurturing and marketing automation Corporate positioning and brand system Digital analysis and strategy Market and customer insights Customer experience Social media marketing Business to business Heavy industry Lasse Telling Partner +45 2969 1454 Read more Scroll to see the next Client Story SimCorp