Case Study: Arco improves lead quality and drives premium safety sales with Challenger

Equipment That Passes Industry Standard Still Puts Your People at Risk

Arco, the UK’s leading distributor of workplace safety products and services, faced growing low-cost competition and a market where customers saw little need to pay more for premium PPE. To differentiate itself and reinforce its “Experts in Safety” positioning, Arco turned to Challenger to help prove that safety regulations alone were not enough to protect employees.

Using Challenger’s messaging and content strategy framework, Arco launched a data-backed campaign that led with the risks of inadequate PPE, supported by banner ads, PPC, email, and a dedicated microsite with a documentary, report, and risk diagnostic tool. The campaign delivered 44% higher site visit conversions than the B2B benchmark, generated higher-quality leads and millions in revenue, helped Arco engage government stakeholders, and won the International B2B Marketing Award for Thought Leadership 2018.

Arco

Lee Morton

Head of Brands & Proposition Development