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Cotton Incorporated Embraces LinkedIn Carousel Ads, Drives Engagement
Challenge
For their trade-focused campaign, Cotton Incorporated was looking for a way to build awareness about their services and connect with decision makers in multiple industries, including fashion and retail. They sought to:
• Showcase the various applications and advantages of using and sourcing cotton
• Build awareness by highlighting the lesser-known aspects of the cotton industry
• Drive traffic to industry-focused landing pages
Solution
Having seen previous success advertising on LinkedIn, Cotton Incorporated was open to experimenting with the newly available carousel ads. Their trade-focused carousel for Sponsored Content campaign allowed Cotton Incorporated to:
• Reach decision makers by targeting LinkedIn users with specific job titles in defined industries
• Highlight multiple benefits of cotton within a single ad
• Drive users towards relevant content on Cotton Incorporated’s industry-focused websites such as Cotton Today and Lifestyle Monitor™
• Use metrics to gauge how each card within a carousel performed, allowing for adjustments based on results
About Cotton Inc
Cotton Incorporated is a not-for-profit that works with both consumers and brands, retailers, and the supply chain to increase the demand for cotton. Funded by United States cotton growers and importers, the organization focuses on research and marketing to help cotton businesses grow and thrive.
INDUSTRY: Textiles
NO. OF EMPLOYEES: 51-200
HQ LOCATION: Cary, North Carolina, USA
“Our mission at Cotton Incorporated is to increase the demand for and profitability of cotton. LinkedIn helps us reach decision makers along the textile supply chain and gives us the opportunity to promote our unique suite of resources from research and development, to marketing promotions, in an effective way."
Kim Kitchings
Senior Vice President, Consumer Marketing
Cotton Incorporated