THE CONTEXT
In a highly competitive and often monotonous manufacturing industry, standing out was a challenge. We needed a way to engage product designers and engineers who were unaware of the innovative possibilities that our composite materials could unlock. To achieve this, we reimagined a universally recognized fairy tale—The Three Little Pigs—to creatively showcase how the right combination of materials could transform product design. By giving this classic story a modern twist, we connected with our audience in a fresh, unexpected way while reinforcing the advantages of composite materials.
The Challenge
The biggest challenge was breaking through the noise in a market where technical information often overwhelms potential buyers. Many competitors offer similar products, making it essential for us to communicate the unique benefits of our materials in a way that would capture attention and remain memorable. Additionally, we needed to shift the perception of composite materials from merely functional components to essential enablers of groundbreaking product design.
Another key hurdle was reaching decision-makers effectively. Product designers and engineers are often focused on performance and feasibility, so our message had to be both technically compelling and visually engaging. With a limited budget, we also needed to maximize reach and impact by leveraging the most effective media channels.
The Idea
To address these challenges, we launched The Three Little Pigs Campaign, a bold and innovative storytelling approach. By using a beloved children’s story, we illustrated the advantages of our composite materials in a way that was engaging, relatable, and easy to understand. The campaign demonstrated how the right materials create stronger, more sustainable, and more innovative product designs, just as the right construction materials determine the strength of the little pigs’ houses.
Our multi-channel strategy ensured maximum visibility and engagement. We leveraged:
- Digital advertising across industry-specific platforms.
- Social media campaigns to drive awareness and engagement.
- Retargeting banners and email marketing to maintain audience interest.
- Video storytelling and creative visuals that made technical information digestible and engaging.
THE RESULTS
Exceptional display creative performance with leaderboard home page ad (vs Industry benchmark CTR: 0.07%)
High direct traffic engagement
Video completion rate
The campaign delivered exceptional engagement and brand awareness, significantly surpassing industry benchmarks. Our display ads achieved a 1.73% click-through rate (CTR), far exceeding the industry benchmark of 0.07%, demonstrating the strong appeal of our creative approach. On social media, Facebook ads saw a 1.29% CTR (compared to the industry average of 0.53%), while LinkedIn ads achieved a 0.82% CTR, proving strong traction among B2B decision-makers. Additionally, our video content resonated with audiences, achieving a 14% completion rate, highlighting the effectiveness of our storytelling strategy. The campaign also attracted high engagement from global industry leaders, including BMW Group AG, Boeing Aerostructures Australia, and Yamaha Motor Co. Ltd., reinforcing our position as an innovative and influential force in the composites industry.
By combining humor, storytelling, and technical expertise, we successfully repositioned composites as the future of product design, making a lasting impression on industry professionals. The Three Little Pigs Campaign not only cut through the noise but also reinforced our position as a forward-thinking leader in composite solutions.
