LENSO from the ZEISS group
LENSO from the ZEISS group is a company providing precise metrology solutions for industry in the areas of quality control, design, R&D, maintenance, and production. Our main role was content marketing on the client's social media and creating blog content.
The main goal was to introduce regular communication on social media that would familiarize users with the measurement systems on offer and position the client as an expert in their field. Over the course of two years, we produced 309 posts for both communication channels and used various formats to make the content more engaging – video, photo galleries, carousels, and static graphics. We also occasionally showed LENSO from the inside, introducing experts and publishing reports from team trips. We also introduced an engagement series of posts, #SKANUJzLENSO, where we showed objects scanned with 3D scanners – such as donuts, a Christmas tree, or a Kinder Surprise.
We believe the role of social media in industrial marketing is particularly important, so we proposed sponsored activities, and thanks to a precisely chosen target audience for promoted posts, we were able to reach potential clients. We produced ads promoting key events for LENSO, most often to attract attendees and registrations for events or conferences. An example? A LinkedIn ad campaign generating sign-ups for the #HandsOnMetrology Tour workshops, which reached 100% of its goal in two weeks.
Marketing for LENSO from the ZEISS group is not just social media – over two years we produced 50 expert blog posts. Each one is enriched with graphics, and some include video material. In the posts, we presented the benefits of using LENSO's measurement systems and shared news from the company's life. The articles were created in line with SEO principles. Using the right keywords influenced Google search rankings, which translated into better online visibility for the company.
Another task set by the client was creating an email signature and the company's landing page based on the materials provided. We made sure that all shared content was visually consistent both on the website and on social media. In 2023, after the merger with ZEISS, we refreshed their key visual, adapting it to the new guidelines. The red color characteristic of LENSO gave way to white combined with navy.
We strengthened LENSO's marketing with promotional spots. We took care of the entire production from A to Z – we created the scripts, organized the shoot, and worked with a professional film crew to create a total of 5 films. We used video marketing to introduce the people behind the company and to showcase the client's offer, as was the case during the #HandsOnMetrology Tour in Tychy.