The new campaign showcases what dedicated minds can bring about in the world through provocative headlines and arresting, sometimes unexpected, imagery. Headlines are often questions, and the copy answers them ever so briefly, directing the reader to more detail with prominent calls to action. The graphic element that holds headlines and copy represents the "ideas to solutions" that customers can only find at Ingredion Idea Labs innovation centers.
The new campaign was introduced at IFT 2017, one of the largest food industry trade shows in the U.S., where it helped Ingredion rank the highest in booth traffic and achieve its key objective of being named the #1 Most Recognized Company for the third consecutive year.
The advertising results were even more exciting. Despite decreased media spending in Q2 2017, the new campaign generated a click-through rate of 1.30%, way above the B2B average of 0.05%* and significantly higher than the 0.48% CTR achieved in Q1 2017 with the previous campaign. The difference of 2.70 or 270% told Ingredion that the creative refresh was just the push its advertising needed.
Importantly, Ingredion’s regions have enthusiastically embraced the new campaign. Armed with updated visual identity standards and a campaign style guide, the regions have adopted several of the U.S. print and online executions in their various languages and created new expressions of the campaign to promote their regional offerings.
* Google Analytics Business & Industrial, 2016