Rebranding with Impact: How Lauritz Knudsen Boosted Visibility Across India

Introduction

India's electrical industry is experiencing rapid growth, with the electrical equipment market expected to expand by USD 76.24 billion, achieving a compound annual growth rate (CAGR) of 14.3%. As demand for electrical equipment rises, Lauritz Knudsen Electrical & Automation (Lauritz Knudsen) continues to lead the way, offering reliable switchgear and automation solutions with over 70 years of expertise. However, following its rebranding from L&T Switchgear to Lauritz Knudsen, the company prioritised enhancing visibility and strengthening connections with both existing and potential customers, ensuring a seamless transition while reinforcing its market leadership.

Challenges

 Recognising the need for effective engagement after the rebranding, Lauritz Knudsen partnered with ARM Worldwide to address some challenges as:  

• Transitioning from subpar leads to consistently attracting high-quality prospects
• Generating qualified leads to reduce the cost per lead (CPL)
• Expanding reach in Southern states, where smaller, less-engaged audiences posed a challenge

Objective 

To overcome the challenges, specific objectives were outlined, including:

• Generating qualified leads to reduce cost per lead (CPL)
• Strengthening Lauritz Knudsen’s presence in the market following the rebrand
• Target regional audiences to increase engagement 

Strategy & Implementation

We implemented a comprehensive strategy to achieve our campaign goals, ensuring maximum audience reach and high-quality leads. Here’s how we brought it to life:

1. Strategic Campaigns Tailored for B2B and B2C Audiences

We crafted targeted campaigns to address the unique needs of different audience segments, ensuring maximum relevance and impact. For B2B audiences, including builders, electricians, and contractors, we emphasised technical reliability and durability—positioning Lauritz Knudsen products as the go-to choice for professionals seeking high-performance, long-lasting solutions. Meanwhile, for B2C audiences such as homeowners, we highlighted ease of use, safety, and the role of Lauritz Knudsen products in home automation, showcasing how they enhance everyday living. Each campaign was strategically crafted with tailored messaging, ensuring that our communication resonated with the specific needs and priorities of both segments.

2. Leveraging Meta Ads for Precision Targeting and Engagement

We used Meta platforms, Facebook and Instagram, for their broad reach and effective targeting capabilities, which were ideal for maximising engagement and lead quality. By crafting tailored messages that resonated with our target audience, we ensured stronger connections and higher conversions. To optimise performance, we re-engaged users who had previously interacted with Lauritz Knudsen but hadn’t converted, using Meta’s retargeting features to bring them back into the funnel. Additionally, we leveraged Meta’s Lookalike Audience feature to target users similar to Lauritz Knudsen’s existing customer base, expanding our reach with high-intent prospects.

3. Driving Quality Leads with High-Demand Products

In order to generate quality leads, we focused our campaign on high-interest products such as Miniature Circuit Breakers (MCBs), Residual Current Circuit Breakers (RCCBs), and Distribution Boards (DBs). Known for their high demand in both B2B and B2C markets, these products, promoted with clear messaging highlighting their reliability, safety, and practical benefits,  helped develop strong engagement with both professionals and homeowners and eventually helped maintain Lauritz Knudsen’s brand recall across all channels.

4. Targeted Regional Approach through Vernacular Campaigns

Recognising India's rich linguistic diversity, we strategically targeted southern states like Kerala, Telangana, and Karnataka with vernacular campaigns on Meta Ads. We used regional languages such as Malayalam, Telugu, and Kannada, in the ad copy to align with local preferences. Meta’s advanced audience segmentation tools enabled us to reach the most relevant users, which helped us establish deeper connections and drive higher engagement. As a result, we saw a significant reduction in Cost Per Lead (CPL) in these regions, demonstrating the effectiveness of hyper-localised ad strategies.  

5. Ongoing Performance Monitoring and Campaign Optimisation

To ensure sustained success, we continuously tracked key performance metrics such as Cost Per Lead (CPL), impressions, click-through rates (CTR), and conversion rates across Meta platforms. Leveraging Meta’s analytics tools, we performed real-time adjustments, optimising ad creatives, targeting parameters, and bidding strategies to enhance performance. Further, A/B testing was also conducted to refine messaging and visuals, while audience insights were used to fine-tune our reach and engagement. This approach helped us ensure ongoing improvements in lead quality and overall performance.

Results 

The brand experienced remarkable growth, marked by a 20.69% improvement in cost per lead (CPL) and a 13.37% reduction in cost per click (CPC). These enhancements collectively contributed to a 24% surge in overall impressions.