Obe Nunn
Stop N Go
March 2, 2023
Morning Dan, just a quick heads up…we got the first order yesterday for that large contract we were discussing. They would be one of the customers we would’ve only dreamt of dealing with!!
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Stop’N’Go, a company specialising in industry-tested safety gloves designed to improve communication and prevent manoeuvring accidents, partnered with Knowlton to enhance their lead generation efforts.
The primary goal was to attract decision-makers from large businesses through a targeted paid social campaign on LinkedIn. By combining creative storytelling with a data-driven approach, we delivered results that exceeded expectations, including securing a £1M+ contract and generating consistent high-quality leads.
Stop’N’Go needed to address three key challenges:
Generate High-Value Leads: Attract decision-makers from multinational corporations who could benefit from their safety solutions.
The challenge lay in making safety gloves—a niche product—compelling and memorable while ensuring the messaging remained aligned with the needs of their target audience.
Sunny D needed to overcome significant obstacles to regain its place in the UK market:
BBC StoryWorks needed a solution to tackle three key challenges:
Stop’N’Go needed to address three key challenges:
Generate High-Value Leads: Attract decision-makers from multinational corporations who could benefit from their safety solutions.
Engage a Niche Audience: Deliver messaging that resonated with senior decision-makers in a highly specific industry.
Achieve Cost-Efficient Results: Ensure a low cost per lead while driving meaningful outcomes for the business.
We developed a creative paid social campaign that leveraged both data-driven insights and engaging storytelling to maximise results.
Split-Testing Video Content
To optimise the campaign, we split-tested two awareness videos:
Informative Cut: Focused on communicating the practical benefits of Stop’N’Go’s safety gloves in a straightforward and professional manner.
Comedic Cut: Delivered the same strategic messaging in a humorous and relatable way, using storytelling to engage the audience.
Comedic Narrative Approach
The comedic video featured “Dave,” a relatable character hilariously depicted in a full-body cast. The story showed Dave being turned into a “princess” by his daughter after taking time off work due to preventable injuries—a creative and engaging way to demonstrate the dangers of not using proper PPE.
This approach made the messaging memorable and engaging, connecting emotionally with the target audience while effectively delivering key benefits of Stop’N’Go’s products.
Platform-Specific Strategy
The campaign focused on LinkedIn, where senior decision-makers in large corporations are most active. Ads were precisely targeted to ensure they reached the right audience.
Dynamic Content Optimisation
By analysing the performance of both video cuts, we adjusted the campaign strategy in real time to amplify the most resonant content, ensuring maximum engagement and ROI.
Consistent Lead Generation
The campaign’s structure ensured a steady flow of high-quality leads, achieving an average of one lead per day and maintaining cost-efficiency.
Humour Can Drive Serious Results
The comedic cut proved highly effective in engaging decision-makers, demonstrating that even niche products can benefit from creative storytelling.
Split-Testing is Essential
Testing multiple creative approaches allowed us to identify and scale the most impactful content, maximising ROI.
Focus on Targeted Platforms
LinkedIn’s precision targeting capabilities ensured the campaign reached key decision-makers, driving high-quality leads.
Relatable Storytelling Resonates
Crafting a narrative that connects emotionally with the audience can significantly enhance engagement and lead generation.
Sunny D needed to overcome significant obstacles to regain its place in the UK market:
BBC StoryWorks needed a solution to tackle three key challenges:
Humour Can Drive Serious Results
The comedic cut proved highly effective in engaging decision-makers, demonstrating that even niche products can benefit from creative storytelling.
Split-Testing is Essential
Testing multiple creative approaches allowed us to identify and scale the most impactful content, maximising ROI.
Focus on Targeted Platforms
LinkedIn’s precision targeting capabilities ensured the campaign reached key decision-makers, driving high-quality leads.
Relatable Storytelling Resonates
Crafting a narrative that connects emotionally with the audience can significantly enhance engagement and lead generation.
The campaign delivered exceptional outcomes for Stop’N’Go:
These results showcase how creativity and strategy can deliver tangible business outcomes, even for niche products in specialised industries.
The Stop’N’Go campaign demonstrates how creative storytelling and data-driven strategy can transform lead generation. By leveraging humour, split-testing, and precise targeting, we helped Stop’N’Go secure a £1M+ contract and generate consistent leads from multinational corporations. This case study highlights the power of combining bold ideas with actionable insights to deliver exceptional results.
