The Client
Aetna Group is a global leader in the packaging sector, specializing in end-of-line solutions. The Group operates globally through premium brands such as OCME, a benchmark for filling and packaging in the beverage and liquid food industries , and Robopac, a pioneer in stretch film wrapping technologies and load stabilization.
Services provided
Goal
Drinktec is one of the most significant global trade fair appointments for Aetna Group. The challenge for 2025 was to maximize the return on investment (ROI) of their physical presence through an integrated digital strategy.
The activity was not aimed solely at brand awareness; it was designed to stimulate concrete interaction with the target audience, intercepting industry professionals to drive booth visits and consolidate the market positioning of both OCME and Robopac.
Strategy
The strategy involved coordinated multi-channel planning at the Group level, yet it was differentiated to address the specific strengths and needs of each brand. Channel selection was driven by precise objectives:
- Google Ads (Search): To capture direct search intent from users planning their visit or seeking information about the fair and competitors.
- LinkedIn Ads: For granular B2B targeting, utilizing visual formats to maximize memorability during the teasing phase and drive engagement during the event.
- Spotify Ads: Introduced to dominate the territory during the fair, leveraging audio to generate awareness during visitors' transit times.
Planning was divided into two distinct streams: a Teasing Phase (to build anticipation) and an Event Phase (for real-time presence), with budget distribution focused on three key European markets, including Germany, the host coun
Results
The campaign demonstrated the effectiveness of a broad-spectrum digital activation. The high relevance of the ads generated a continuous flow of qualified traffic to the landing pages, with interaction rates exceeding industry averages, particularly on Google Search. Social coverage ensured widespread visibility among decision-makers, while the audio channel maintained high attention on the brands' messaging during the event's critical days.
~874.000
Ad Impressions
~4.000
Landing page views
Total views during the campaign period
~513.000
Unique users reached
LinkedIn + Spotify campaigns
In the Client's Words
The collaboration with AND Emili was key in defining and executing a truly integrated digital strategy for a trade show as Drinktec.
Together, we worked not only on strengthening our presence across established B2B and B2B2C channels, but also on testing new touchpoints, introducing innovative approaches such as geo-targeted campaigns and leveraging unconventional media like Spotify.
This approach enabled us to expand our communication reach and significantly enhance brand awareness. Once again, the data confirmed the effectiveness of our strategic choices. The results achieved now represent a valuable benchmark and a scalable model for our future international promotional activities.
F. D. V. Marketing Aetna Group
Total channels (Google, LinkedIn, Spotify)