Case Study Kao Collins

Kao Collins emerges on the world stage with website and integrated marketing

A scalable, high-performance website, brand elevation, and multinational integrated marketing takes industrial inkjet ink manufacturer from invisible to irresistible.

  • Digital Accessibility
  • Multi-National Website
  • Product Launches
  • Integrated Marketing

Results Snapshot

  • Organic and Technical SEO generated a 300% increase in leads and of higher quality in the first year.
  • Page-load speed of 1.3 seconds, 6-7x higher than the industry average.
  • 600% increase in new users and brand awareness.
  • Targeted product launch generated a 32% increase in new users and a 50% increase in leads quarter-over-quarter.

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01

The Challenge

Tell the story of the company’s innovative existing and new products and services few outside their base of loyal customers knew. Make the brand familiar to the industrial inkjet OEMs, major commercial printers and the packaging industry.

Kao XBAR module
Ink cartridges
02

The Strategy

Exploit the success of the company’s innovative inkjet printing solutions, centered on a foundation of an enterprise-level website designed and developed to international best practices and compliance requirements and supported with integrated and account-based marketing.

High-performance website – Impatient users abandon slow websites, especially in emerging markets. The website, developed to support voice search, adheres to international standards for accessibility and is built to best practices.

Organic search – As more B2B business originates online, keyword research identified the greatest opportunities to inform SEO across the website copy and blog articles.

International reach – Attracting international audiences in Europe and emerging markets in Asia involved demographic research, and understanding search trends. A unique Mandarin-language site hosted in China reached that desirable market.

Integrated marketing – Touch identified audiences across the spectrum of digital and offline channels, including social media, email, earned media, experiential events, and trade advertising.

Expert content – High-quality content through informational blog articles established credibility and extended organic search results.

Technical SEO – – Because search engines “see” much more than keywords on a page or in a blog article, the website was built to best practices that features powerful meta information, schema markup, and structured data that further improves search results.

03

The Solution

The conversion to industrial inkjet printing had begun. A high-performance website was built and optimized for organic search to reach digitally-savvy early adopters around the world. Integrated marketing leveraged the powerful website to drive exponential lead growth.

Global access – Launched an accessible website for world-wide audiences that offered clear user pathways for products and services available for the major printing technologies.

Expert content – Created expert content that highlighted industry applications of the innovative inks and elevated the products and brand in organic search results.

Product launches – Launched new products through unique website destinations or micro-sites optimized for organic search.

Integrated marketing – Using email, offline marketing, and social media that attracted users to the relevant website pages and other content.

04

The Website

As the foundation of all marketing efforts and the hub of the user experience, the website, developed as a progressive web app (PWA), achieves fast load times – 6.5 times faster than the industry average. Compliance with international digital accessibility standards and application of best practices makes the site perform well on search engines when combined with technical SEO. Micro-sites showcase new brand verticals or uniquely establish a presence in international markets like China.

PWA – A highly-secure progressive web app (PWA) offers scalability for adding new products and services.

Best practices – Integrates the best practices for development, making it fast and accessible on any platform in emerging markets with limited internet bandwidth.

Technical SEO – We built in code-level SEO, or technical SEO, that elevates the brand and keywords in search engines.

Compliance – Built to international standards for accessibility, delivering an enhanced user experience and SEO performance while reducing legal exposure.

Kao Collins home page
05

Integrated & Account-Based Marketing

Content marketing – Expert content establishes brand credibility, offers valuable industry insights and search performance through organic and technical SEO.

Email – Targeted campaigns reach prospects interested in products and services for specific digital-printing technologies.

Trade advertising – Product-focused, off-line advertising highlights the unique value proposition with simple messaging, bold visuals, and a unique URL to track performance.

Social media – Paid and organic social media supports account-based marketing efforts to reach targeting verticals and specific prospects.

Microsites

Elevate the Brand, Promote New Products & Generate Sales Leads

Kao XBAR home page
Kao Collins X-BAR product microsite
Kao Inktank logo
Inktank homepage
The InkTank is a Kao Collins microsite that serves as an industry knowledge center

Social Media

Support Earned Media, Highlight Expert Content, Creating Brand Consistency

Kao Collins social media post
Kao Collins social media post
Kao Collins social media post
Kao Collins social media post

Print Campaigns

Strong Messaging, Bold Designs that Stand Out

Advertising in industry trade publications elevates the brand with clear messaging about the unique sales proposition. The design of the ads stand in stark contrast to traditional advertising found in the magazines. Social media reinforces the print component of new-product promotion.

SIGMA example ad
SIGMA example ad
XBAR example ad
Lunajet example ad
SIGMA example ad
SIGMA example ad
XBAR example ad
Lunajet example ad

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