Hitachi High-Tech: Strategic Creativity for Technical Products
Hitachi High-Tech Analytical Science specialises in high-tech analysis solutions for industrial and laboratory environments. They needed an agency …
Goodfellow Advanced Materials: Driving Product Awareness & Community-Led Marketing
Client
Goodfellow
Sector
Science
Service
8 Moves Programme
Science
Snapshot
Goodfellow Advanced Materials, a leading provider of research materials for industry and academia, needed to transform from purely product-focused marketing to putting strategy at the heart of their business. Through our 8 Moves Programme, we delivered brand repositioning, multi-year strategy and implementation and The Materials Hub website — achieving 180% organic traffic growth.
Strategy Transformation
Switch from product to market focus
Niche segment reached
The Materials Hub platform & social media growth
Traffic Growth Achieved
180% organic growth
The Brief
We took Goodfellow on a journey from being purely product-focused to putting international marketing at the heart of its business strategy. By applying our ‘8 Moves of B2B’ marketing strategy framework, we researched Goodfellow’s market landscape and global position. This process established a baseline for a multi-year strategy with tangible recommendations, which were to increase lead generation, sales and brand awareness amongst B2B decision-makers in materials science.
Solution
Following strategic foundational work, we established brand guidelines, communicating Goodfellow’s messages more consistently across online and offline channels to international audiences. As our knowledge deepened, and over the course of several years, we created powerful marketing materials — from trade publication adverts and press releases, to case studies and other digital content.
The standout? The Materials Hub — an educational website providing comprehensive technical information around research materials. We built the platform to target engineers, artists and product designers, creating community rather than pushing products. Designer Spotlight sections gave users a platform for conversation, while a companion app showcased material characteristics in detail.
Results
Goodfellow transformed from reactive product marketing to strategic brand leadership. The Materials Hub engaged a completely new niche segment. Social followers grew from 127 to over 15,000, activating 150,000+ engagements. Paid campaigns delivered 756% ROI, while thought leadership initiatives — including a STEM-focused blog and research materials podcast — began influencing purchase decisions.
180%
Organic traffic growth.
756%
ROI from paid campaigns.
15,000+
Social media followers grew from 127 to over 15,000 generating 150,000+ engagement.
Niche segment reached
The Materials Hub engaged a new audience of engineers, artists and product designers.
“Move has completely transformed our marketing effort. Historically our approach to marketing had been a little reactive – we had worked with the same partners over more than a decade but felt that they were no longer challenging us to achieve the best return from our budget.
“We decided to search for an internationally focused, integrated and full service agency which could give us a strategic baseline as well as a more dynamic and creative approach to our brand. The results so far have been exceptional; although our logo may be the same, the Goodfellow brand sitting behind it is almost unrecognisable after Move helped us re-position and change our approach from purely technical to a healthy balance between technical substance and polished, commercial edge.
“The team at Move has helped us not only get more out of the traditional channels we were already using, but has also introduced us to an array of new channels in order to widen our communications efforts, effectively acting as an extension of our own marketing department and playing a vital role in the coordination of our global marketing strategy.”
Stephen Aldersley
Chief Executive Officer, Goodfellow
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