About Universal Robots

Universal Robots is a Danish manufacturer of flexible industrial collaborative robot arms or cobots that gives manufacturers access to all the benefits of advanced robotic automation, without the extra costs that’s usually associated with traditional robots. The business volume in 2018 was USD 234 million. The company has 620+ employees (2018) and 300 partners around the world.

Though the HQ is already partnered with an agency, they hired us as they wanted their agency to understand the local pulse to better market the product.

Task at hand

Since collaborative robot (cobot) is not a mass appealing product and its niche is primarily the manufacturing industry, we at Growth Hackers needed to find a way to not only generate leads but also create awareness and run units as it was penetrating the Indian market.

Results

We realized the best way to go about solving this challenge is to create visibility of the product and its benefits among the relevant audience and generate Marketing Qualified Leads at the same time to improve their business in India.

In Google, our campaigns were rigorously a/b tested for 15 days which secured us our relevant mid-high volume keywords, which in turn helped us reduce our CAC in long term and reduced the wastage on irrelevant keywords. We built a custom database of SMB owners prioritizing them based on their interest in the product and created an email drip campaign highlighting the benefits of Cobots.

On social media, we leveraged Facebook remarketing and LinkedIn industry-specific targeting to reach the most relevant audience. With the right messaging and creatives LinkedIn turned out to be pretty effective giving the maximum MQLs at a minimum cost.

Our approach helped Universal Robots in getting a steady lead flow and building a strong base in India within months of operations.

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