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Checkit

Brief

In 2014 Electron Technology plc. launched new product, called Checkit, aimed at improving food safety in large restaurant chains and hotels by digitising the recording of hygiene records.

As a technology company, they weren’t sure how to reach an audience of food safety consultants and senior food safety executives, especially within a limited budget, so they asked OST to develop and implement a digital marketing strategy.

Project

OST worked on Checkit in 2014/15. From the outset we quickly developed a programme of social media engagement, advertising and content marketing, which rapidly built awareness of the new product within a very niche market.

Specifically our strategy involved:

  • High quality webinars featuring recognised brands, such as KFC, and respected industry experts.
  • Visually stunning graphics and infographics which provided insights into core processes, such as HACCP, and the latest industry statistics.
  • Regular, topical blog posts, which will continue to attract (free) traffic to the Checkit website for years to come.
  • Daily Twitter engagement and influencer outreach, which built up the credibility of the brand.
  • Tactical advertising on Twitter and, later, LinkedIn.

The programme delivered stunning results in terms of leads generated and awareness raised of a very niche product. Crucially, we didn’t spend have a single penny for advertising during the first year of the project. The critical factors were the quality of the content we created and the targeting of our outreach.

Results

  • Generated 2,000+ webinar registrations and white paper downloads, including data capture.
  • Built a targeted Twitter following of 2,800 including almost all of the leading food safety media and consultants in the UK, generating 800+ engagements per month.
  • Attracted over 730 niche food safety experts to join a closed LinkedIn Group, owned by Checkit.
  • Drove around 50% of total website traffic organically by publishing high-quality, weekly blog posts.
  • Generated consistently high engagement with industry influencers.
  • Secured high-level leads at brands such as Heinz, Nestle, McDonalds, EAT, KFC, Morrisons, Iceland and Best Western.

OST really understand B2B content marketing both for lead generation and awareness-raising. Their relentless focus on measurement has enabled us to hone our activities and deliver fantastic results.

Jaquie Finn, Global Product Line ManagerElektron Technology plc

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