Integrated Strategy Fuels Marketing Success for Breakthrough
Transportation technology solutions provider zooms into a marketing strategy to boost performance across earned, owned and paid channels.
paid media conversions
increase in organic search traffic in 9 weeks
total media placements
Breakthrough is a transportation technology solutions provider that delivers ROI through fuel, freight and sustainability products and services. Ready to make an investment in the next phase of its growth, the company tasked Walker Sands with auditing existing functions, creating and implementing a tightly integrated strategic marketing plan that would expand awareness of its capabilities and increase engagement with its audiences. After conducting a marketing strategy project that analyzed the market and existing functions to create a roadmap for marketing success, Walker Sands executed a comprehensive integrated marketing program that resulted in increased awareness, engagement and leads for Breakthrough.
Distribution & Logistics
Creative Campaigns, Editorial, Marketing Strategy, Paid Media, Public Relations, Social Media
Campaign activations for Breakthrough’s CleanMile product launch included video spots, blogs, an email nurture, organic social posts and paid digital media ads. All activations drove traffic to the CleanMile landing page, which emphasized the need for sustainability leaders to bring about change in their organizations by contrasting corporate imagery with striking natural visuals. This campaign not only contributed to the success of Breakthrough’s first ever sustainability product launch, but also established a reproducible process for future launches.
Fuel Recovery Campaign
To promote Breakthrough’s Fuel Recovery product, we executed a creative campaign directing audiences to a simplified plug-and-play ROI calculator on Breakthrough’s website. The calculator allowed leaders to provide various inputs and determine the overall transportation savings and emissions reduction they could expect by partnering with Breakthrough. Campaign activations included LinkedIn and Display ads, as well as an infographic and motion graphics that highlighted the proprietary transportation data using bold visualizations to incite action and showcase the need for Breakthrough’s strategic, data-based solution. Since its launch, the Fuel Recovery calculator campaign has garnered 400K+ impressions, nearly 4K clicks and 38 conversions via the campaign landing page.
Compelling thought leadership content was placed in front of Breakthrough’s audiences through paid channels including LinkedIn, Google Display, Google Search and YouTube. Our PPC team leveraged various ad formats, compelling creative and action-oriented copy with messaging that aligned to Breakthrough’s audiences to drive net new leads and nurture prospects through the buyer journey.
To increase visibility of Breakthrough’s fuel, freight and sustainability solutions, we produced content on topics that mapped to each persona’s needs, such as a blog on how to keep high contract freight rates from hurting shippers’ bottom line and a tip sheet on how to measure hard-to-track scope 3 emissions. This content propelled ongoing thought leadership efforts across PR. The program achieved impressive results, including 27 media placements, 7 of which were top-tier.
Our social strategists worked to engage top industry influencers and position Breakthrough as a trusted partner — with a focus on building trust in the wider industry. The team leveraged a credible, down-to-earth voice on organic social to further engage Breakthrough’s active clients, thought leaders, key reporters and industry influencers.
Looking to generate results with a robust integrated marketing program? Get in touch with Erin and our Marketing Strategy team.
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