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Best Use of Social Media B2B 2020: Squaring the circle – Spoon for Sandvik Coromant

Agency: Spoon
Client: Sandvik Coromant
Award: Best Use of Social Media B2B


After seven years in the making, tool manufacturer Sandvik Coromant was ready to launch its new line of innovative drills globally, the CoroDrill DS20, their most important launch in years.

Our task was to reach the super-wide target group – literally everyone in manufacturing making holes – with something entirely new for the industry and support conversion.

Campaign KPI, based on previous campaigns within Sandvik Group and the industry:

Impressions: 1,720.000
Video views: 234,000
Site clicks: 33,967
Generated leads: 696


Our strategy was built around a global reach campaign with local activation in order to create awareness, engagement, and favorability around CoroDrill® DS20 with local lead generation and support conversion on selected markets. We developed targeting to penetrate the Automotive and Energy industries especially.

The star of the campaign was the CoroDrill DS20 7xD – the largest drill of its kind ever made in the industry. We chose to cover this exceptional feat in a two way video approach to highlight the groundbreaking innovation, reaching out to new customers, and engage existing ones.

First, a customer case story set in Mexico, displaying the significant productivity gains the drill can deliver.

Second, a video showcasing the engineers, the heroes, behind the seven year development of the tool.

The videos were supported with written articles, still photography, video snippets, social media posts on Facebook and

For leads, we combined different methods and used them to do A/B tests. We used both Facebook- and LinkedIn lead forms
as well as sign-up on the website, videos, and images, as well as different copies from different angles. We continuously used the
learnings along the way, taking into account each country’s unique behavior and needs.


With this product launch being Sandvik Coromant’s most important one in years, the goals for the project were high from
the start. However, with a detailed targeting plan for distribution and engaging content, they have exceeded both ours and
our client’s expectations.

The content sat well with the selected target, with an overwhelmingly positive response and engagement. And with twice as many generated leads as expected, the client certainly was very happy with the result. 

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