HENKEL LOCTITE
A Digital Transformation Success Story
A first-of-its-kind demand generation and customer value ecosystemIn India, the overall awareness of industrial adhesives was as low as 10%. People tend to stick to their traditional but proven methods of machine maintenance. The segment is largely unorganized with only 10% in the organized sector that have some awareness of new emerging technologies and processes. Loctite®, from Henkel had three major hurdles to cross:
1. To make the audiences accept a new way of machine maintenance
2. To cost effectively reach 13 million potential customers across the country with a limited number of Sales Engineers
3. And do this with a positive ROI
We created the Loctite® Demand Generation Center - a first of its kind digital transformation journey adopted in the category. The approach creates a step-by-step model to help the brand build a long-term demand generation and customer value ecosystem. It is composed of:
1. An online demand generation website: www.tryloctite.in
2. A behavior shift campaign called DEKHO, PARKHO, JAANO (See it, try it, buy it) that attempts to break the stubbornness of our audience to consider newer solutions for their problems. Through it, we let them try the product before committing to it.
3. We deployed smart media solutions along the entire customer journey
4. Created a lead nurturing mechanism to impact conversions
5. Created Salesforce Pardot journeys to capture every user action and understand their online behavior
6. And are now focusing on increasing customer lifetime value and improving ROMI
- 2400+ Mn
A direct reach of 2400+ Mn and generated 5 Mn website visits
- 20%
20% improvement in the Cost Per Lead within the first year of its set-up growing now at around 18% YoY
- 8.5k
Converted more than 8.5k unique customers through integrated online and offline processes
- 1100+
The live webinar, that was launched to educate consumers about machinery adhesives, acquired 1100+ registrations in a month.
In 2020, we overachieved orders by 41% with a 60% improvement in CPO. Additionally, the success of the campaign has now been transferred to other markets like China, making it a companywide case study.
