CLIENT CASE STUDY
tesa®
Building Demand in a Competitive Automotive Market
At a Glance
Background
Background
tesa® is one of the world's leading manufacturers of adhesive solutions, serving industries ranging from automotive and electronics to construction and consumer goods.
Its ACXplus Seal Line is a specialist automotive sealing solution engineered for static and dynamic sealing applications, including windows, doors, and sunroofs. Designed to deliver long-term bonding performance, the product range combines high-performance adhesive technology with on-site engineering support, global supply-chain reliability, and a PFAS-free formulation that aligns with evolving sustainability requirements.
While tesa® enjoys strong global brand recognition, its expertise in automotive sealing solutions was significantly less well known than its traditional masking tape products, creating an opportunity to strengthen awareness among automotive manufacturers.
The Challenge
The Challenge
tesa® engaged Brew to increase awareness and generate demand for its ACXplus Seal Line within India's automotive manufacturing sector.
Although tesa® is a recognised name in adhesives, many engineers and procurement teams continued to associate the brand primarily with masking tapes rather than advanced automotive sealing technologies. At the same time, the category was heavily dominated by established competitors, making it difficult for alternative solutions to gain consideration during specification and procurement.
The buying journey added another layer of complexity. Automotive sealing products are rarely impulse purchases; they involve multiple stakeholders across engineering, quality assurance, procurement, and manufacturing. Building awareness alone would not be enough. The campaign needed to educate technical audiences, demonstrate product performance, and create meaningful engagement with decision-makers evaluating long-term manufacturing solutions.
Previous paid social activity also faced limitations. Broad audience targeting on LinkedIn resulted in weaker engagement and inconsistent lead quality, highlighting the need for a more focused, account-based approach that prioritised relevance over reach.
Our Approach
Our Approach
1. Building a Multi-Stage B2B Demand Generation Strategy
Unlike consumer purchases, automotive component sourcing is a highly considered process involving technical evaluation, supplier validation, procurement reviews, and multiple stakeholders across engineering, quality assurance, and purchasing teams.
Buyers rarely convert after a single interaction; they require repeated exposure to product information and evidence that a solution can meet both technical and operational requirements.
Recognising this, Brew designed a full-funnel demand generation strategy that guided audiences from initial awareness through education and evaluation to lead generation.
Rather than relying on a single campaign objective, every channel played a distinct role within the buyer journey:
The result was a coordinated campaign that supported the way industrial buyers naturally research and compare suppliers, rather than expecting immediate conversions from first-touch interactions.
Brew developed LinkedIn awareness campaigns that educated technical audiences on tesa®’s automotive sealing capabilities, helping expand consideration beyond the brand's traditional masking tape association.
2. Audience Targeting to Reach Decision-Making Stakeholders
One of the biggest challenges in industrial marketing is that purchasing decisions rarely belong to a single individual. Engineers evaluate technical performance, quality teams assess compliance and reliability, procurement considers commercial viability, while senior management ultimately approves investment.
Rather than targeting broad manufacturing audiences, Brew refined audience segmentation around the professional groups most likely to influence specification and purchasing decisions.
Campaigns prioritised audiences within:
Audience segmentation also extended across multiple seniority levels, allowing campaigns to engage both technical users and commercial decision-makers throughout the evaluation process.
Different platforms were assigned different roles. LinkedIn focused on reaching professionals by job function and industry, while Blind and Remember extended awareness within highly relevant professional communities.
Higher audience precision improves more than click-through rates. It increases the likelihood that campaigns are seen by the individuals who can recommend, evaluate, or approve a new supplier, ultimately improving lead quality while reducing wasted media spend.
3. Application-Led Creative Strategy
Industrial buyers are rarely persuaded by broad product claims alone. They want to understand how a solution applies to their own manufacturing environment.
Instead of promoting Seal Line as a single product, Brew developed creative around specific automotive applications, allowing audiences to immediately connect the product to familiar engineering challenges.
Technical-focused ad creatives were tailored to specific professional audiences, ensuring engineers and manufacturing stakeholders received messaging relevant to their role in the product evaluation process.
Each creative execution highlighted practical product advantages, including:
Assets were also localised for Korean advertising platforms, ensuring messaging remained relevant across different regional audiences and user behaviours.
Rather than pushing immediate sales conversations, Brew also positioned webinars as an opportunity for engineers and manufacturers to better understand automotive sealing technologies, emerging material requirements, and application best practices.
The webinar campaign provided audiences with valuable technical knowledge before introducing commercial discussions, creating a lower-friction entry point into the sales funnel.
Application-specific creative shortens the mental leap buyers need to make. Rather than asking engineers to imagine how the product could work, the campaign demonstrated where and why it was already designed to perform.
4. Optimising the Conversion Journey
Generating awareness only creates value if prospective customers have a clear path towards enquiry.
Brew therefore reviewed the landing page experience to ensure it better supported the evaluation process and reduced barriers to conversion.
Recommendations included:
Rather than functioning as a product brochure, the landing page was redesigned to help visitors answer key purchasing questions while making it easier to engage with tesa®’s sales team.
A stronger landing page keeps prospects engaged for longer, answers common objections earlier, and increases the likelihood that interested visitors progress to an enquiry rather than leaving to continue their research elsewhere.
Results
Results
The platform Blind delivered the strongest reach and traffic at scale, reaching over 1.5 million people and generating more than 7,600 clicks through to tesa's content. Door-focused creative was the clear driver of this scale, accounting for the majority of both impressions and clicks.
LinkedIn played a different but equally important role, driving qualified engagement among the right B2B audience. Awareness was concentrated among Engineering and Quality Assurance professionals, while more senior audiences (Owners, CXOs, and VPs) engaged more deeply when reached, even though they represented a smaller portion of the overall audience. Together, this confirmed the campaign was reaching both the technical evaluators and the decision-makers who influence purchasing.
For generating genuine business interest, the LinkedIn webinar campaign was the standout performer. It became the campaign's strongest lead-generation asset by a wide margin, significantly outperforming product-led lead ads for Door, Window, and Sunroof, reinforcing that audiences responded far more strongly to educational, expertise-led content than to direct product promotion.
