Rethinking Demand for LOCTITE in a Digital-First World

A first-of-its-kind demand generation and customer value ecosystem

For Henkel Loctite in India, the biggest challenge was low category awareness — only about 10% of the market recognized industrial adhesives or new maintenance methods — combined with limited sales resources and a need for positive ROI.

To change this, we devised the LOCTITE® Demand Generation Center, a first-of-its-kind digital ecosystem that reimagined demand creation for a traditionally offline industry.

Our solution included launching an educational online hub (tryloctite.in), a behavior-shift campaign (Dekho. Parkho. Jaano. — see it. try it. buy it.), smart media activation across touch points, automated lead nurturing, and Salesforce Pardot journeys to track engagement and conversions.

Business Problem

Our Solution

TryLOCTITE Sampling + eCommerce Process

In 2020, the campaign exceeded order targets by 41%, improved CPO by 60%, and was later adopted in markets like China as a company-wide case study.

2400+ Mn

20%

8.5k

1100+

A direct reach of 2400+ Mn and generated 5 Mn website visits

20% improvement in the Cost Per Lead within the first year of its set-up growing now at around 18% YoY

Converted more than 8.5k unique customers through integrated online and offline processes

The live webinar educating consumers on machinery adhesives gained 1,100+ registrations in one month.

Impact

My role focused on copywriting and creative conceptualisation, along with shaping the communication strategy across key touchpoints. I handled the content for SEO, digital ads, sequential messaging through emailers/ direct messages and social media conversation. I also contributed to the scriptwriting for the sampling campaign video, ensuring clarity and consistency across the campaign ecosystem.

My Role