Turning refrigerant science into 183 new leads across EMEA

The challenge

A global specialty chemicals manufacturer had a next-generation commercial refrigerant with a better answer on the two questions operators care about most: what a system costs to run over its life, and what it emits. The trouble was that the people who specify and buy refrigerant across Europe, the Middle East, and Africa weren't hearing that story directly. Demand depended on distributors and equipment makers to carry the message.

The goal was to build pull-through demand: reach end users in the commercial segment, earn their consideration, and turn that interest into leads the sales team could work, in a market where every buyer expects evidence before they act.

What we did

Trellist planned and ran a multi-channel campaign that put the product's two strongest arguments in front of the right audience, then gave people a reason to raise their hand.

• Two clear value propositions. Every touchpoint centered on lowest lifecycle costs and lowest total emissions, so the message stayed sharp across channels and markets.
• Proof people could take away. Infographics and white papers turned the underlying study into content that commercial end users wanted to download and share inside their organizations.
• Content as the conversion point. Each download captured a lead, so the campaign's educational content doubled as its lead-generation engine.
• Multi-channel reach across EMEA. Coordinated placements carried the campaign to commercial refrigeration audiences throughout the region.