Could we add interest to an indifferent audience?
Autodesk offers a suite of product design tools for engineers, but most rely on Inventor, its stand-alone flagship application: “I have what I need, so why should I buy anything else?” they think. How could we combat this apathy and show engineers the value of the collection?
We piqued curiosity in products they saw differently
We knew that B2B buyers are twice as likely to consider a brand when they engage with it emotionally. Driven by research that revealed engineers as obsessive problem solvers who always look for ways to improve outcomes, we launched a social, display, and email campaign that made an emotional connection with them. Using easily overlooked product innovations, we challenged engineers by asking them one simple question: “What do you see?”
And engineered success as a result
We outperformed competitors by 300% - and outshone them at the Linked-In Tech Awards, scooping Best Performing B2B Campaign 2018. We drove 57,000 single Facebook link clicks and a 2.5% increase in engagement. Most importantly, we inspired engineers to see the Autodesk collection in a whole new way.