Becoming the global leader in B2B filtration solutions is not easy. But getting global customers to buy filters online ought to be—at least according to the premise of a new marketing campaign created by DKY.
Donaldson Company, a $2B global filtration company with headquarters in Bloomington, Minnesota, embarked on a bold, strategic initiative to launch an enterprise-wide, e-commerce platform to sell replacement filters and parts online.
“While we knew the task of integrating multiple websites and purchasing systems was inherently complex for Donaldson, we also knew the promotion of a single e-commerce website needed to be fundamentally simple,” said Dan Domagala, DKY Account Supervisor.
DKY was tasked with the assignment of developing messaging and a communications plan for the launch of shop.donaldson.com. Knowing the new site would roll out in phases across business units and global regions—coupled with the fact there would be varied site functionality based on each business unit—made it a tad more challenging to find a singular, unifying customer message.
“We knew our positioning statement was ‘No one makes finding and buying the right filter easier than Donaldson,'” said Domagala. “But finding a simple way to communicate this with common words and visuals that cut across languages and cultures was harder than it first seemed.”
Finally, the DKY creative team landed on a simple approach: using everyday objects that “connote easy” with the campaign tagline, “Easier than easy.”
Once Donaldson gave the green light to culturally-appropriate objects as visual metaphors, we were off and running.
The creative campaign featured pre-launch teaser tactics including web banners, tradeshow display banners, and emails. Then, as the e-commerce site launched, additional marketing tactics included ads (digital, PPC and print), a promo video (translated into nine languages), printed collateral, on-hold phone messages, and more.