The Materials Hub
International research materials provider, Goodfellow, is a key player in the materials science sector. By pushing boundaries and providing fresh perspectives, the company is always looking to try something new. Its philosophy of being embedded within the scientific community to provide insight and to educate lies at the heart of what they do.
increase in YOY traffic
increase in YOY organic traffic
A completely new niche industry segment targeted
Goodfellow enlisted our B2B digital marketing expertise for a fully integrated campaign. We were asked to build an educational website, deliver email campaigns, create engaging content for social media channels and produce a stand-alone app.
The objective was to break boundaries and create a community hub for the materials-focused target audience of engineers, artists and product designers, rather than pushing a commercially led site. We needed to maintain the established B2B branding, yet give something fresh and exciting, where new innovative ideas could form. The client aimed to target a niche segment, which was new to them, via the Materials Hub.
By strategically plotting every step of this original campaign, we made sure the B2B buyer was at the forefront of the execution. Dynamic web design and sharp graphic design enabled the Materials Hub website and the app to come to life, ensuring user experience was the top priority. We were able to help Goodfellow engage with a completely new niche industry segment.
To push brand awareness we used different social media platforms, including Instagram, Facebook and Twitter. We successfully gained a project-specific social reach of 30,000 and secured 1,700 registrations in the first six months alone.
We created a ‘Designer Spotlight’ section to support the overall growth strategy and maintain the Materials Hub’s interest. This opened up an opportunity for designers and artists who use Goodfellow’s materials to share their work. It also gave the community a platform for conversation.
We designed the app to help showcase the many properties, dimensions and technical characteristics of the materials. Through meticulous and integrated app and web development, we were able to bring the concept of a materials scientist design community to life.
We’ve continued our work by expanding the Materials Hub from an initial start-up of 100 materials to now more than 300. By continuing along with a solid B2B social media strategy and email campaign, interest in the hub continues to grow. Since the beginning of the project, we’ve seen a 127% YoY increase in traffic and a 180% YoY increase in organic traffic.