Aditya Birla Chemicals is part of the USD 45 billion Aditya Birla Group, and one of the leading manufacturers of Industry Applied Chemicals globally. The company manufactures chemicals which find a variety of applications in fields such as food processing, inorganic chemistry, pharmaceuticals, textiles, etc.
With a large capacity, Aditya Birla Chemicals ensured that it had more than adequate supply available for the purpose of their domestic and captive markets. The goal was to now push harder in international marketing, and digital media offered the perfect pilot opportunity. To this end, Aditya Birla Chemicals engaged with Fountainhead Digital.
Based on Aditya Birla Chemicals’ distribution network, Fountainhead Digital structured the campaign by geography. This targeting was further fine-tuned with both a thorough understanding of search behaviour of this specialised, scientific audience as well as an understanding of the messaging that would need to be crafted to be compelling.
Fountainhead Digital selected search as the best channel to focus on and optimise, and designed a globally targeted yet locally relevant search-driven lead generation campaign. The challenge was to drive leads for some very scientific products to an audience that is very discerning and specialised.