Kanthal: Wind Power Campaign – Meet the Experts

Kanthal is a global technology company specializing in advanced heating systems and resistance materials for industrial applications. Part of Alleima, Kanthal develops high-performance alloys, heating elements, and digital furnace solutions that help customers boost energy efficiency, productivity, and process control across industries such as steel, heat treatment, glass, and renewable energy.

Challenge

They are both experts on relationships

Solution

  • Awareness Phase: Since Kanthal was new to the wind power sector, we allocated 74% of the budget to awareness-building. To maximize the quality reach of the produced films, we also included YouTube as a key distribution channel (along with LinkedIn).
  • Lead Generation Phase: Engaged visitors were retargeted with LinkedIn Lead Ads and highly targeted Google Ads, converting interest into concrete leads.

Results

+144% Leads over targeted estimate
−69% Cost per Lead below target estimate
+296% Conversion rate over estimate on Google Ads

Key takeaways

  • 1

    Humanizing B2B communication

    By using elderly couples to talk about relationships, the campaign drew a parallel to long-term customer partnerships. This highlighted that B2B marketing is still about reaching people, not just companies.

  • 2

    Data-driven optimization

    A/B testing of content, ads, and landing pages significantly improved conversion rates.

  • 3

    Lower conversion barriers

    LinkedIn Lead Ads streamlined the sign-up process.

  • 4

    Full-funnel strategy

    Seamless coordination between distribution and marketing automation enabled fast follow-ups and continuous lead nurturing. By prioritizing awareness, the campaign leveraged high-quality video content to establish Kanthal’s credibility in the wind power sector. These engaging video assets also built strong retargeting audiences, ensuring better lead quality in Phase 2.

Project team

  • Marcus Hune

    Marcus Hune

    Distribution Lead

Ludvig Olsson Browall

Contact Ludvig

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