HUBTEX: storytelling for heavy loads
HUBTEX builds special industrial trucks that lift heavy loads. The content behind these vehicles is usually technically demanding. Our goal was to turn complex engineering into stories that were easy to follow and that won over logistics professionals for the long term.
The task: positioning multidirectional sideloaders
The HUBTEX portfolio covers many products. There is a suitable solution for every requirement. So what exactly does HUBTEX stand for? At the start of our collaboration we worked out this positioning together. Over the years, HUBTEX became hard to miss for anyone looking for special industrial trucks for long, bulky and heavy loads. That applied in Germany and internationally. The company won over its target groups with communication that focused on multidirectional sideloaders.
“additiv has changed our content campaigns: from one channel to omnichannel. Offline and online, trade fairs, press and lead generation are now connected. additiv keeps the strategic overview. Together we are moving away from arbitrary content towards bolder storytelling and a clear positioning for HUBTEX.” Marc Liske, Head of Marketing, HUBTEX (translated from German)
The solution: campaigns that turn on the spot
HUBTEX’s electric multidirectional sideloaders can turn on the spot. We made HUBTEX communication just as manoeuvrable. We planned campaigns with trade press relations, trade fair communication, content marketing, pillar pages, white papers and search engine optimisation. All of it ran in several languages. Our recipe was close coordination on broad trend topics such as automation and energy efficiency. That way, the campaign communication never ran out of energy.
The results: awareness across countries and industries
HUBTEX and additiv came a long way together. During our collaboration, the company achieved up to 200 national and international press publications per year. Lead campaigns built around products and topics added to that. HUBTEX became a logistics award winner known across industries. Leading trade media asked for its expertise on future topics.