b2b Demand Generation Campaign

Copywriter: Kevin McGraw
Art Director: Catalina Munera
Illustrator/Animator: Holly Pribble
Production: Sarah Elwyn

Gates Corporation, a world leader in industrial engineering and the manufacturing of hydraulic industrial hoses, knew continuous mining represented one of the most challenging and dangerous industries to work in. With hydraulic failures causing 9% of on-site injuries—1% of them serious or fatal—Gates customers had serious issues to confront.

Fortunately, Gates had the answer for mitigating these hazardous conditions, all while making mining operations more productive and profitable. Superior, longer lasting equipment—hoses for instance—that we would ultimately prove worked better.

Tube Mailer

Gates products were clearly stronger and performed better than cheaper and popular competing products—prone to the kind of abrasion and wear causing dangerous conditions for workers and big problems for operators.

To demonstrate this point we conceived an oversized tube mailer containing a metal file, a Gates hose and a leading competitor’s hose so the recipient could conduct their own side-by-side abrasion test on the spot—proving Gates undisputed product superiority.


Used both as a content offer online and as a leave-behind for Gates sales force, our brochure established Gates clear understanding of the challenges—outlining the human and financial cost of hydraulic hose failures and accidents.

More importantly, the piece neatly summed up how Gates comprehensive mining solutions and Safe Hydraulics™ training could lead to safer and more productive mining.


Through visual storytelling, our infographic provided compelling facts surrounding the challenges continuous mining operations face, plus hinted at ways to achieve improved and continued safety and compliance.

Animated Case Study

Inspired by assets created for our infographic, we devised a video version distributed as a content offer both on Gates website and social channels.

Conversion Guide

As another support piece in the mix, this two-sided quick reference guide helped round out our efforts to ramp up demand.

Anchored by our innovative direct mail piece and a robust marketing automation email program including end market specific content offers, the entire campaign was received as one of the most captivating and successful Gates had implemented to date.

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