Chemicals & Refining

Igniting a digital marketing campaign in just 6 weeks

The Ask

The Chemicals & Refining group at ABB tapped the digital marketing experts at Centerline to help them strategize and launch a digital marketing campaign highlighting their offerings—in just six weeks.

The campaign also needed to highlight ABB’s new and improved messaging pillars that aligned more closely to their goals and mission to be “Safe, Smart, Sustainable” technology leaders across all brands.

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The Solution

Centerline concepted and launched an integrated marketing campaign that included content recommendations, channel strategy, and paid media. We developed content for, launched, and monitored a paid social media campaign to promote awareness of the new messaging and ABB’s Chemicals & Refining offerings and executed a paid media strategy targeting key audiences and user groups on LinkedIn with a secondary goal to increase registrations for a deep-dive podcast hosted by an ABB thought leader.

Using our rapid campaign approach, we were able to create a comprehensive campaign plan and develop a wide variety of assets to support the launch, including videos and a paid social media campaign. During the paid social media campaign, we provided additional content and optimization recommendations and monitored metrics weekly to keep efforts aligned to the goals. We also developed a process for how to use their marketing tech stack (analytics, CMS, marketing automation tool) to pilot a digital campaign.

The campaign was a clear success. On a short timeline, we were able to strategize, launch, and create assets for the digital campaign and blow past benchmarks that assumed less time restriction. Our paid efforts performed well above industry benchmarks with sponsored LinkedIn posts performing 37.7% higher than the benchmark and InMail performing 24% higher than the benchmark. Pushing the podcast out via social media resulted in 50 new registrations in just two weeks.

“The Centerline team is truly expert at digital marketing,” said Jayne Seebach vanDusen, Global Marketing & Communications Manager, Chemicals & Refining. “As this campaign was a key element of a bigger launch involving multiple vendors, flexibility and agility were essential in order to meet the tight timing. Their expertise, team attitude and flexibility ensured our campaign performed above benchmark!”

756 visitors

(736 new visitors) to the /Chemical page.


of the podcast page.

79 leads

captured through Pardot form submissions that can be used to power future e-nurture.

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