The Commercial Acceleration Agency
Hempel
Paint Your Way — driving leads through a new maritime regulation
The Challenge
New Carbon Intensity Index (CII) legislation meant 29,000 vessels globally had to ensure compliance by reducing voyage emissions. Hempel’s coating offered improved fuel economy and better CII ratings, but they needed to move fast to capture this burning platform and secure sales opportunities through a world-wide digital activation.
Our Approach
Built a full-funnel campaign under the tagline “Paint Your Way”, funnelling audiences from awareness through to conversion via paid media ads, search ads, landing pages, and email campaigns.
Developed an Impact Assessment Calculator as the core lead driver — a utility tool that gave ship owners a concrete view of the fuel savings and CII improvements Hempel’s coating could deliver.
Designed conversion paths leading high-intent leads to thorough fleet assessment meetings with Hempel sales, combining TCO analysis and case studies to build confidence.
Executed the full campaign build and launch within just 1½ months — Hempel’s first major digital campaign.
The Outcome
The campaign delivered 82,000 clicks to the landing page at a 3.14% CTR — over 6x the industry benchmark. The Impact Assessment Calculator proved to be a powerful lead magnet, driving 1,493 booked assessments. The programme generated 2.5–5M EUR in total pipeline value, establishing a repeatable digital demand generation model for Hempel’s marine division.
Key Results
- 3.14% CTR (vs 0.5% benchmark)
- 1,493 impact assessments booked
- 2.5–5M EUR total pipeline value
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