HexaGroup’s Digital Collaboration with John Crane Nominated at the Netty Awards

HexaGroup’s innovative work for John Crane has earned the agency nominations in two prestigious categories at the Netty Awards: Best Animated Video Content and Best Digital Campaign Innovation. The integrated digital campaign for John Crane, which focuses on the company’s leadership in the new energy sector, combines strategic content, creative animation, and data-driven optimization to deliver impressive results. These nominations reflect HexaGroup’s ability to integrate cutting-edge digital strategies with creative storytelling, establishing new standards for engagement in the B2B industrial landscape.

Innovation and Differentiation

HexaGroup’s dual-nominated campaign stands out for its integration of content, audience targeting, and marketing-sales alignment—elements that are often underutilized in B2B industries. The campaign redefined how a legacy brand like John Crane engages with emerging energy markets by centering the messaging around sustainability, a previously underleveraged brand asset.

What truly sets this campaign apart is its data-driven, iterative approach. Every content piece, ad, and email workflow was tracked, scored, and optimized to drive high-value conversions at scale. With over 45 pieces of custom content—ranging from white papers and blogs to webinars and an interactive brochure—the campaign was designed to guide prospects through the buyer journey, focusing on sectors such as hydrogen, CCUS, and GHG emissions management.

The incorporation of advanced lead nurturing workflows and targeted digital advertising across platforms like LinkedIn, Google, and programmatic platforms helped drive the real-time progression of leads through the funnel. This innovative approach allowed HexaGroup to set new benchmarks for campaign efficiency, with 3,500 prospects acquired at a cost-per-lead significantly below industry standards.

Measurable Impact and Success

The results of the John Crane New Energy integrated digital campaign are a testament to the power of HexaGroup’s approach. Over the course of the campaign, which ran from October 2023 to June 2024, HexaGroup helped John Crane acquire more than 3,500 prospects, with 1,700 added in Q2 alone. Notably, 13% of these leads came from target accounts, reflecting the precision of the audience targeting strategy.

The campaign’s impact on website traffic was equally impressive, with the new energy web pages accounting for 7.2% of overall website traffic and a 62% increase in organic traffic compared to Q1. Engaged sessions on these pages represented 25% of the total, indicating high user interest.

Paid media performance also exceeded expectations, with Google Ads achieving a cost-per-conversion of $54.98—below the median of $77.09—and LinkedIn Ads achieving a cost-per-click of $1.75, significantly under the industry median of $4.76. Additionally, HexaGroup’s email campaigns delivered a 25% open rate and 4% click-through rate, resulting in 141 leads scoring 101+ points, showcasing strong engagement.

Creative Elements and Execution

HexaGroup’s creativity shines through in every aspect of the John Crane New Energy campaign. The visual identity was refreshed to reflect John Crane’s sustainability commitment, featuring updated logos, color schemes, and imagery that resonated with both legacy customers and emerging energy stakeholders.

One of the standout features of the campaign was its use of animated video content. The creative team developed engaging animations to convey John Crane’s solutions for new energy markets, especially hydrogen sealing, CCUS, and GHG emissions management. These animations not only captivated the audience but also played a critical role in explaining complex technical concepts in an accessible and visually engaging way. The Hydrogen Solutions interactive brochure, which saw 827 conversions, is an example of how dynamic, animated content helped drive higher user engagement.

The campaign’s storytelling approach was equally impactful. It focused on communicating John Crane’s legacy, sustainability commitment, and technological expertise through customer-centric narratives. Case studies and testimonials from high-profile accounts such as Shell and Siemens were featured, highlighting real-world applications and further establishing John Crane’s credibility.

Incorporating sophisticated lead nurturing workflows, including personalized emails and content tailored to the buyer journey, helped convert prospects into qualified leads, driving sustained engagement and high-value conversions throughout the campaign.

Overall Excellence and Industry Advancement

HexaGroup’s dual nomination for Best Animated Video Content and Best Digital Campaign Innovation reflects the campaign’s exceptional performance and creativity. The New Energy integrated campaign not only generated 3,500 prospects but also positioned John Crane as a key player in the new energy transition, setting new standards for digital marketing in the industrial B2B space.

The use of animated video content helped make complex solutions more accessible, driving user engagement and conversions. The sophisticated, data-driven approach to content development, lead nurturing, and advertising performance also set a new benchmark for efficiency and scalability. Furthermore, the campaign’s emphasis on sustainability and its alignment with emerging energy markets has positioned John Crane as a thought leader in the new energy sector.

By combining innovative solutions, high-quality content, and creative execution, HexaGroup has advanced digital marketing in the B2B industrial sector, pushing the boundaries of what’s possible in integrated campaigns.

About HexaGroup – Agency

HexaGroup is a leading B2B marketing agency specializing in creative, results-driven digital campaigns. With a focus on content strategy, audience targeting, and integrated marketing solutions, HexaGroup helps brands navigate the complexities of the digital landscape and achieve measurable success. Their work with John Crane exemplifies their ability to deliver high-quality, scalable marketing solutions that lead to real-world results.

About the Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers & Creators, Web, Advertising & PR, and Apps & Software. Recently featured in USA Today for their Top Agencies List, the Netty Awards are recognized as one of the most trusted agency directories for decision-makers.