Creative demand-gen results in 60:1 ROI

Client

KBR

Sector

Technology
Engineering

Services

Strategy
Creative
PR and content
Campaign delivery

What we did (in a nutshell)

We created the ‘Clear on Carbon’ campaign to drive demand for KBR’s CleanSPEND software, positioning it as an essential tool for offshore carbon measurement. The campaign greatly exceeded lead targets to deliver an ROI of 60:1.

“The ‘Clear on Carbon’ campaign was a great achievement for KBR and couldn’t have happened without Lesniak Swann. They provided a rigorous approach, imaginative creative solutions, masterful client management and deep expertise in digital marketing. They were with us every step of the way.” Vicky Leonard Marketing Lead for Energy, KBR

34

MQLs (against target of 20)

5

SQLs (against target of 3)

£2.4m

Sales pipeline (against target of £1.4m)

1m+

Campaign audience reach

Seizing the moment for specialist software

Process

Market research
Campaign planning
Creative development
Content creation
PR and media outreach
Campaign activation
Campaign optimisation

The Challenge

KBR sought to establish CleanSPEND as the leading tool for accurately measuring carbon emissions across offshore energy projects. The challenge was twofold: first, to demonstrate the software’s superiority over existing methods; second, to generate high-quality leads from key decision-makers in the sector.

Offshore energy projects are vast and complex, making carbon measurement difficult. Regulatory scrutiny and sustainability commitments were increasing, but many industry professionals didn’t have confidence in the existing solutions. KBR needed to seize the moment and position CleanSPEND as the definitive answer.

The Response

We developed ‘Clear on Carbon’, an integrated demand-gen campaign. 

The campaign included a thought-leadership whitepaper, positioned as a sector-defining resource; a targeted PR push that secured editorial placements in key offshore trade media; and LinkedIn ads that drove prospects to a gated landing page. All of it wrapped up in a striking and evocative creative concept.

This omnichannel approach drove exceptional engagement, generating 34 MQLs and a £2.4m sales pipeline – a full million over the campaign target.

The campaign included a thought-leadership whitepaper, a targeted PR push, LinkedIn ads, and a gated landing page.