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

What do old couples have in common with a resistance materials supplier to the braking resistor segment of the wind power industry? They are both experts on relationships. Emotional messages proved to be a successful door-opener in Kanthal’s lead-generating campaign.

Swedish resistance material manufacturer Kanthal wanted to tap into the potential of the world’s growing number of wind farms, providing advanced materials for braking resistors, which are essential to wind turbines. Early on, it became clear that communicating the advantages of Kanthal’s material would not be enough to convince the braking resistor segment of changing suppliers.

So how could we increase awareness about Kanthal’s knowledge, especially since Kanthal was not a well-known brand in the wind power industry?

Solution

A reliable supply chain is essential for a fast-growing industry. To demonstrate that Kanthal is not only a master of resistance materials but also a dependable partner, we introduced the concept of “relationship experts.” Featuring elderly couples, the campaign illustrated the value of long-term partnerships—trust, strength, and loyalty.

The campaign was executed in two phases:

  • 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.

To further establish credibility, we shared Kanthal’s expertise through white papers and webinars, offering valuable technical insights. A/B testing on ad creatives, landing pages, and copy ensured optimal engagement and conversion rates.

The goal was to have 100 potential customers subscribe to Kanthal’s automated newsletter stream, allowing continued lead nurturing and long-term relationship-building.

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.

Marcus Hune

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