Case Study SIGMA Ink Campaign

Product launch disrupts everything the inkjet industry thought about black ink

They did it again. Kao Collins engineered an innovative inkjet to disrupt a global digital printing industry. Now they needed an expert partner to create intense demand and awareness.

  • Branding
  • Integrated Marketing
  • Product Launch
  • Social Media

Results Snapshot

  • Within 6 weeks the world’s leading printhead technology company committed to adding SIGMA to its ink portfolio.
  • Impressions for product-related keywords increased 173% from the first two months after launch.
  • Quickly captured the top organic search position, beating out an established company with that name.
  • Campaign lifted leads for targeted products 114% and increased other products by 25% within 4 months.

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An example SIGMA ad
01

The Challenge

Boldly convey that SIGMA solvent ink is a revolutionary product, not evolutionary. Make it crystal clear that all black inks just aren’t the same. This ink solves the greatest industry frustration: The time a printer can remain idle without the ink drying in the cartridge.

A refillable ink cartridge
Pouring ink
02

The Strategy

We applied a two-prong strategy using search optimization and bold integrated marketing communications. These two equally important efforts quickly established awareness of the brand and SIGMA’s breakthrough solution for universal printing frustrations. The website then guided the user through clear pathways to the product page.

Earned Media – Use public relations to reach industry-related publications to create awareness, establish credibility, and earn valuable links to the website that support SEO.

Offline Promotion – Create ads for industry trade publications using simple messaging and bold visuals to stand out from the noise. Incorporate a unique URL to measure effectiveness.

Expert Content – Produce new technical content connecting the ink’s value propositions to industry applications.

Organic and Technical SEO – Continually optimize copy and meta coding to elevate both branded and product-related keywords on the SIGMA landing page and in technical content.

Social Media – Use social media to reinforce public relations, along with the messaging and visuals in trade advertising. Incorporate industry hashtags with branded hashtags.

Paid campaigns – Use PPC along with paid social media to target competitors and influencers, with the goal of increasing leads and elevating the brand.

03

The Solution

Flood the industry with messaging across omnichannel touch points incorporating bold, energetic messaging and stunning visuals that highlighted the two industry-shattering benefits of the ink. In the end, SIGMA ink dominates the inkjet industry.

The Kao Collins homepage
The Kao Collins website
04

The Social Media Campaign

Frequent social media posts used story-telling images and messaging that supported SIGMA’s value proposition consistent with trade advertising and public relations. Account-based marketing campaigns targeted influencers in major inkjet printing companies.

Sigma social media post
Sigma social media post
Sigma social media post
Sigma social media post
05

The Print Campaign

Who says black ink is boring? Not us. We built messaging around the technical superiority of SIGMA Ink and developed compelling visuals to make that differentiator memorable. The ads sparked interest in the product, measured through visits from a unique URL.

Example SIGMA ad
Example SIGMA ad
Example SIGMA ad
Example SIGMA ad
Example SIGMA ad
Example SIGMA ad
06

The Product Page

The Kao Collins website already exceeds industry averages for speed and best practices. The product page required a design that matched the overall product messaging for a seamless and consistent experience. Also, site visitors had to find the product page with ease. Navigation was updated and prominent callouts were added on key pages that related to the new ink product.

SIGMA landing page screenshot
The Kao Collins SIGMA product page

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