Case Study: ABB unlocks legacy modernisation and builds customer trust with Human Digital

ABB drives 2.1 million impressions with Human Digital

The customer ABB faced a significant challenge after acquiring GE Industrial Solutions, inheriting millions of legacy products globally. They needed to make customers aware that ABB was now the partner ready to service and modernize this aging equipment, overcoming a fundamental lack of awareness and customer anxiety. The vendor Human Digital was engaged to address this marketing problem.

Human Digital implemented a strategy focused on building trust, which included the creation of a practical GE to ABB Selector Tool. This tool became the heart of a global campaign that guided customers from uncertainty to action. The results were substantial, generating 311 marketing leads, 227 asset downloads, 84 contact requests, and over 2.1 million impressions, while successfully strengthening ABB's position as a trusted partner.

ABB