Could we add interest to an indifferent audience?

Autodesk offers a suite of product design tools for engineers, but most rely on Inventor, its stand-alone flagship application: “I have what I need, so why should I buy anything else?” they think. How could we combat this apathy and show engineers the value of the collection? 

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We piqued curiosity in products they saw differently

We knew that B2B buyers are twice as likely to consider a brand when they engage with it emotionally.  Driven by research that revealed engineers as obsessive problem solvers who always look for ways to improve outcomes, we launched a social, display, and email campaign that made an emotional connection with them. Using easily overlooked product innovations, we challenged engineers by asking them one simple question: “What do you see?” 

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And engineered success as a result

We outperformed competitors by 300% - and outshone them at the Linked-In Tech Awards, scooping Best Performing B2B Campaign 2018. We drove 57,000 single Facebook link clicks and a 2.5% increase in engagement. Most importantly, we inspired engineers to see the Autodesk collection in a whole new way.

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