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Luxid is thrilled to be shortlisted for the prestigious Global Social Media Awards in no less than three categories! Attracting entries from all over the world, we know how special it is to make it through to the finals and to be recognised for the kind of innovative digital work that really drives business success.
Our shortlisting in multiple categories is a real testament to the fantastic efforts of everyone involved at Luxid. It’s a demonstration of the great strides Luxid is making in key areas of innovation: always-on digital marketing, leveraging AI, tech-enabled optimisation, and utilising the latest tools and techniques to succeed in competitor analysis and audience segmentation.
As an international digital marketing agency, with hubs in Finland, UK and US, innovation is at the heart of our philosophy – we simplify digital for business growth. Luxid helps marketers break down organisational silos to accelerate digitally-enabled marketing. Our strategic understanding of clients’ business and our unique expertise across creative, digital marketing, digital sales, experience and performance, enables us to do ground-breaking work that drives customer engagement.
Our first shortlist at the Global Social Media Awards is all about doing ground-breaking work that drives customer engagement. In Best Use of LinkedIn, we have been shortlisted for Atea Finland Oy: ‘Showcasing LinkedIn Reimagined: Atea’s Strategic Blueprint for B2B Excellence’. Our mission was to overhaul Atea’s approach to LinkedIn advertising into a coherent strategic campaign approach, improving click through rates and cost per clicks and increasing engaged website sessions.
With a target of IT decision-makers, Luxid segmented the audience based on different go-to- market strategies using LinkedIn capabilities, buying personas and account based marketing lists. We conducted competitor analysis using tools such as SimilarWeb and SparkToro. And we adopted a two-phased approach: always on awareness with videos and single images, and targeting a warmer audience with deeper content such as blog posts, articles, and case studies.
We smashed all our targets for Atea: single image click through increased by 13%, single Image cost per click reduced by 11%, and engaged website sessions rose by 40%.
“We are delighted to be shortlisted at the Global social Media awards. Systematic work leads excellent results in social media. Thanks to Luxid data-driven and well-organised work. We have even saved money,” said Hanna Vesenterä, Director, Marketing and Communications, Atea Finland Oy.
We must give a shout out to Hanna Vesenterä, Heini Pekkala, Myrsky Tammimaa, Hanna Wallin and our visionary Luxid team, including Aleksi Ilomäki, Eija Väliranta, and Sari Jalava, for redefining professional networking.
Luxid’s next shortlist was in Best Long-term Strategic Use of Social Media with Outokumpu: Highlighting ‘Lead Gen Excellence in B2B Manufacturing’. Outokumpu wanted to enhance its use of social media to drive awareness and lead generation. Having previously run phased campaigns in LinkedIn, our focus for Outokumpu was on a more systematic way to build audiences across multiple channels to reach more potential customers.
With an ambitious target of 9,000 marketing leads for 2023, the team defined the exact target audiences, making use of buyer personas, ABM lists, and smart tools. We devised ‘Big Long Ideas’ that would work across every stage of the customer lifecycle. Visuals were created with the assistance of generative AI, and the campaigns were run in phases, forming an ‘ad funnel’ across awareness, interest, and lead genera<on.
This strategy was a huge success, generating 9,736 marke<ng leads (up 10.6% on the previous year) and delivering 32,3% increase in sales qualified leads.
“These results have been great. We are constantly beating the industry-benchmark metrics in our marketing programs and generating increasing numbers of leads and engagement with our target audiences,” said Markku Havukainen, Head of Marketing at Outokumpu. “This demonstrates that we are finding the right audiences with the right message and content in different phases of customer’s buying journey. And in the process, we reduce the cost per conversion and improve the overall results of our marketing programs.”
All of this results-driven work is thanks to Markku Havukainen, Outi Lilja, Pauliina Thun, Pauliina Vehniäinen, Anton Paavola, and our Luxid stars Marjut Herranen, Julius Murtojärvi, Jere Hakamäki, Tiina Haapanen, Anj Sulkakoski, Liam Manderson, and Markku Alikoski.
Our final shortlisting is in Most Impactful Social Media Campaign for MSD Finland’s campaign ‘Go See a Doctor’. Our campaign aimed to address a critical health issue in Finland – inadequate and delayed seeking of medical treatment for cutaneous melanoma and lung cancer.” With a target audience of 25- to 65-year-olds, we sought to drive people to the campaign landing page to book a doctor’s appointment.
The campaign focused on education, informing people about symptoms and the importance of early detection; emotional engagement, using real-life stories to drive resonance; and using influencers who could share their own personal stories. Together with MSD partner network we embraced a full multichannel approach: digital (including Facebook, Google Ads and native advertising); traditional (OOH, TV, radio, newspapers, and cinema), targeted content; and social media (including influencer collaborations).
The results were fantastic. The campaign website a;racted almost 65,000 visitors – up 300% on the previous year’s campaign – and more than 2,300 individuals booked a doctor’s appointment through our campaign’s channels – exceeding the target by over 220%.
“This is a very proud moment – I am keeping my fingers crossed for our Luxid & MSD Finland dream team competing in Most Impacpul Social Media Campaign. Our nominated ‘Go see a doctor’ campaign was crowned The Best Patient Activation Campaign of 2023 by the Finnish Pharmaceutical Industry Association. I’m proud that our campaign is again being recognised for its successful marketing strategy aimed at making a true difference in people’s health in the fight against cancer,” said Venla Mää;ä, Content marketing manager, MSD Finland.
Huge thanks go to Luxid’s dedicated MSD Finland team for their pivotal role in this achievement: Venla Määttä, Tia Stålhammar, Siiri Laine, Karri Sillanpää, Päivi Koli, Nora Vuokko, and key talent that brought the vision to life Niina Sariola, Eija Väliranta, Julius Murtojärvi, Anssi Kaija and Nitta Eerikäinen.
Once again, we are hugely honoured and excited to be shortlisted with our amazing clients in these three categories. Fingers crossed for the announcement of the results on Thursday 25th April!
