Lincoln Electric

Retail Website & Social Media Management

challenge

Lincoln Electric manufactures equipment and consumables used by the welding and metalworking-related industries. A trusted brand among professionals, their products are sold through an international network of industrial gas distributors.

Lincoln Electric also has a robust retail presence. DIYers and small contractors can find high-quality, professional equipment and consumables online and on the shelves of retailers all across the nation. We work with Lincoln Electric to help retail customers put the “pro in their projects.”

solution

First, we created thematic language that would communicate in a memorable way that Lincoln Electric products that are has high performing as their trademark industrial line, but with features and usability well suited to DIYers and contractors. Next, we created a landing page for Lincoln Electric Retail inviting the target audience to “shop for your shop” and “put the pro in your project.” We also launched social media channels for Lincoln Electric Retail, using content produced in-house, including video and graphic elements, to fortify our initial growth strategy.

results

Within the first nine months, Lincoln Electric Retail saw significant growth throughout all of their social media platforms. That further connects their brand to their key target audiences by building trust and a foundation on which to launch their knowledge of welding.

Overall, each of the three Lincoln Electric Retail’s social media platforms managed by Geile/Leon consistently performs well above the industry’s 1% benchmark for engagement and even further above the average of 0.5% to 0.99% across all industries.

Lincoln Electric Retail also has utilized some of their top products within a monthly giveaway to usher in more engagement with the brand. The Geile/Leon team heads this giveaway effort, gathering all entrants, and constantly reviewing the analytics for each giveaway to compare performance month over month. The Lincoln Electric retail social media support program is an ongoing effort.

To see how the channels are performing, please visit the website and click on the social media links: www.lincolnelectricretail.com

WASHU Olin Business School

Leadership Perspectives YouTube Video Campaigns

overview

WashU Olin is one of the premier, top-ranked business schools in the world. As with many organizations in 2020, WashU Olin had to take a look at their Leadership Perspectives event operating procedures and determine the best and safest approach for their intended audiences- potential MBA students and candidates. The Leadership Perspectives events are speaking engagements focused on a variety of leadership-oriented topics, hosted by some of the best and brightest leaders in the world.

challenge

In order to accommodate a new approach, the Leadership Perspectives events needed to go virtual. While in-person events offered a great way for speakers to interact with attendees, the virtual approach opened an entirely new channel to reach and engage with prospective students/attendees by catering relevant content directly to them.

solution

Requiring a new way to market and promote the Leadership Perspectives event, G/L developed and created a series of YouTube video campaigns for each unique virtual speaking engagement. Utilizing behavioral and content targeting parameters, our YouTube video campaigns engaged with prospective MBA students with Google’s unique Tease, Amplify & Echo messaging approach, enabling us to tell a longer story in shorter pieces and reach only the most interested viewers. G/L concepted, developed scripts and created a series of :06 bumpers, :15 spots, :30 spots and long-format spots (1-2 minutes). All four campaigns were exceptionally effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates. The highly targeted YouTube campaigns generated a 12.23% conversion to registration rate, ultimately accounting for 21% of the total number of attendees at the Leadership Perspectives speaking engagements.

results

All three campaigns (the fourth and final is in progress) have been highly effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates.

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