Novum is an Ireland-based retail refrigeration company with a 60-year history and a record of success selling remote refrigeration units in European markets. Novum’s newer USA division, however, faced difficulty obtaining buy-in from U.S. companies who favored traditional refrigeration options in grocery, dollar and c-stores across the country.
Novum contacted VantagePoint to help increase their brand recognition in the U.S. market. The primary campaign goal was to establish Novum USA as a reputable and sustainable refrigeration supplier so they would be part of the consideration set when retailers were considering refrigeration vendors.
VantagePoint created a multi-pronged campaign that drove traffic to a landing page with differentiators, graphics and thought leadership content. Under the umbrella of “Rethink Cold,” we created tactics including digital ads and a LinkedIn sponsored content campaign to help maximize brand recognition, reframe the Novum value proposition, and showcase the drawbacks of traditional refrigeration solutions.
The Novum USA landing page was launched and promoted through a three-month LinkedIn sponsored content campaign with explicit audience analysis and targeting, reaching C-suite executives in the top grocery chains and c-stores across the nation.
Novum USA’s campaign phases included the following:
The three-month campaign featured digital ads and a video highlighting Novum USA’s advanced technologies and most popular products. Campaign success was measured through these key metrics:
With results well above industry averages, the Novum USA brand recognition campaign was a resounding success.