TATA BlueScope Steel
- Category B2B
- Client TATA BlueScope Steel
- Services Performance Marketing
Evolution of Tata BlueScope Steel is an outcome of a union between two global companies of world class reputation; Tata Steel and BlueScope Steel, Australia. Both with a legacy of more than 100 years and leaders in their own league; envisioned India’s construction landscape well before its time. With a will to offer best in class products driven by Quality and Innovation; the joint venture is a consolidation of years of research with sheer commitment.
- + Performance Marketing
TBSL wanted to generate leads for two of their major products - Lysaght and Durashine. The primary task was to generate leads by redirecting users to their website. In addition, the website had a lot of exit points, which posed a major challenge.
Starting with detailed research to understand the target audience of both the products, the agency followed it up by designing campaigns to generate leads. The target audience for Durashine was identified and specific campaigns on Facebook and Google using relevant keywords were executed. Similarly, the target audience for Lysaght was identified and campaigns on LinkedIn and Google using relevant keywords were executed. An effective campaign plan for Google Ads for both Lysaght and Durashine was structured to redirect users to the main category page of the website.
The campaign significantly increased Tata BlueScope Steel’s brand recognition and recall. It also managed to establish an incremental growth in website traffic and social media followers. In a span of just 150 days, we managed to generate over 1500 leads only through Facebook and Google. Google Ads with 500 leads with an average cost per lead of INR 1,143.16 1000 leads on Facebook with an average cost per lead of INR 120.13