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.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
