iko

About the project

IKO is a world-leading manufacturer of high-precision bearings, linear pathways, and mechatronics. With cutting-edge manufacturing facilities, their products are renowned for exceptional precision. IKO components are used in critical industries such as aviation and medical equipment, where accuracy is crucial, and failure is not an option.

Challenge

IKO, a Japanese company with a long-standing heritage and global operations, had been relying heavily on their UK sales team for local sales. However, significant market shifts saw engineers increasingly specifying components online without consulting sales engineers. This led to unsuitable product choices, which increased project costs and lead times, highlighting the need for a more efficient solution.

Solutions

To address these challenges, IKO had two options: streamline the customer journey to allow easier product identification online, or guide users towards engaging with sales engineers to add value before projects began.

First, we launched a targeted acquisition strategy, using advanced tools to identify users visiting competitor websites. GDPR-compliant display ads were served to these users, raising awareness of IKO in the UK and achieving a 1% click-through rate (CTR), proving to be a cost-effective method.

Next, we focused on Google Search campaigns, targeting users looking for rotary, linear, and mechatronics components. This led to valuable enquiries from key industries, including Mercedes AMG.

Finally, we optimised the customer journey, significantly reducing the number of clicks for users to access detailed product information, including descriptions, data sheets, and technical drawings, while offering multiple contact points for direct engagement with IKO. This approach significantly boosted engagement without increasing the budget.