Operating within the African construction market, The Delta Group is part of Mantrac, a dealer with over seven decades of experience. In partnership with SEM – a market-leading Chinese machinery manufacturer and Caterpillar Group brand – it is competing for African contractors against the dominant Chinese manufacturers.
Hunterlodge was tasked with raising awareness of Delta SEM across the Africa and Middle East territories (Nigeria, Kenya, Ghana, Egypt, Uganda, Tanzania), and Russia. We also needed to deliver a lead generation campaign for the Wheel Loader portfolio, to help increase sales by 35%.
Our plan was to support SEM’s current lead generation activities with paid media, using our rigorous approach to understanding key markets and audiences. Challenges included the competitiveness of the marketplace, the fragmentation of the global media landscape, and limited opportunities to engage business decision-makers.
We gathered insight through an initial market and audience validation exercise – a low-level search campaign in each of the seven target markets (in Russia we used their own version of Google Analytics, Yandex), focused exclusively on product keywords, to establish who the audiences closest to purchase are and where they are residing.
This gave us both market insight and real-time response, thereby kick-starting our lead generation activity from day one. It also provided instant visibility of potential ROI in each market, which could inform future weight of investment by market.
Once we had a view of the most responsive markets and audiences, we deployed lead generation ads on LinkedIn and Facebook, along with programmatic display activity – allowing us to dial up key messages (as established by the search campaign). In-house access to DoubleClick enabled us to optimise performance in real-time.
1. Landing pages – We undertook a full UX audit of the website and provided recommendations for optimising it.
2. Content – We developed a new testimonial video for Kenya and rolled it out in programmatic and social channels. Due to its success, we were asked to develop similar films for all other territories.
Over the course of the two-month campaign, we achieved an unprecedented number of leads including 188 from LinkedIn and 204 via Facebook. After running search activity in Egypt for just one week, there were already 49 conversions – which was more than Ghana, Nigeria, Uganda and Tanzania combined in 6 weeks of activity. This made clear the demand in Egypt.