As a leader in plastic materials manufacturing, our Dow clients knew the importance of being seen and heard at NPE 2023, the largest plastics show in North America. Due to budget constraints and ROI concerns of a traditional trade show participation plan, they challenged us to come up with something different. What we called a "phantom" approach included 18 interstate billboards between the airport and convention center, in both directions. The "Transforming tomorrow" theme communicated subtly yet powerfully Dow's commitment to sustainable material solutions for our world, and a geo-targeting effort delivered story context to LinkedIn and Meta platforms, activated near the hotels and convention center. The icing on the cake: a splash page of digital content, co-branding at the booths of key customers and on-site Dow spokespeople for media interviews and customer meetings.
37,000+ billboard impressions | 420 social clicks from geo-targeting | 282,220 combined impressions | 324 splash page views, 9+ minutes per visit | 300 more engagements on Meta than LinkedIn (a key learning)
INTERSTATE BILLBOARDS
META AND LINKEDIN VIDEO ASSET
META AND LINKEDIN CAROUSEL ASSETS (3 of 5)
