Brymec gives VOX Acoustic Drainage a stronger route to market

VOX Acoustic Drainage had strong technical benefits, but Phase 2 of the B2B product launch needed to do more than explain the product.

The campaign needed to convert awareness into sales across three key audience groups: M&E consultants, new contract customers and prospects, and existing contract customers.

Each audience needed a different reason to engage. Consultants needed proof, CPD value and confidence in the acoustic performance. Contractors needed clarity on install, cost, performance and supply. Existing customers needed a reason to consider VOX against familiar alternatives.

The goal was to keep Brymec and VOX front-of-mind through decision-making, reinforce VOX’s acoustic performance, and help drive customers to place an order.

We created a Phase 2 campaign strategy designed to move customers from awareness to consideration, then from intent to action.

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The integrated marketing campaign brought together B2B direct mail, email, social, video, landing page updates and long-form content, all built around the same core message: VOX makes acoustic drainage easier to understand, easier to trust and easier to act on.

The work included:

• Landing page refinement
• B2B direct mail campaign using branded headphones
• Audience-specific email nurture campaigns
• Short-form video content
• Organic and paid social media strategy
• Blog and whitepaper
• LinkedIn campaign planning
• B2B retargeting strategy
• Campaign reporting plan

The landing page was refined to give first-time visitors clearer value messaging, with options to place the VOX campaign video more prominently and strengthen the route to deeper engagement.

For direct mail, we proposed branded headphones with a sleeve and flyer, sent to a list of contacts across consultants, contractor prospects and existing contractors. This created a memorable link between the product story and the acoustic problem VOX helps solve.

Email activity was planned around five core templates and 21 individual emails, tailored to each audience group. The B2B lead nurturing journey moved from awareness and education through to proof, objection handling and conversion.

Social activity was designed to support both organic reach and paid retargeting, with short videos, carousels, animations and static posts across LinkedIn and Instagram. Creative routes included “5 sounds louder than VOX”, proof point content, “The cost of noise” and short talking-head videos.

The campaign was structured across three phases:

• Phase 1: awareness to consideration
• Phase 2: consideration to intent
• Phase 3: intent to action

This gave Brymec a clear route for launching, measuring, learning and adapting the campaign as audience behaviour became clearer.

The Phase 2 product launch campaign gave Brymec a complete structure for moving VOX from product awareness into qualified sales activity.

Instead of relying on one campaign asset or one message, Brymec had a joined-up nurture plan across direct mail, email, social, video, landing page content and retargeting.

The strategy created:

• A clearer campaign journey across 12 weeks
• Audience-specific messaging for M&E consultants and contractors
• A stronger product story around acoustic performance
• A practical route for CPD bookings and project conversations
• A memorable B2B direct mail concept linked to the acoustic benefit
• A retargeting plan to move engaged audiences towards action
• A reporting structure to review performance and adjust activity

For a technical product like VOX, the campaign helped turn product proof into more useful marketing. It gave Brymec a way to explain the acoustic challenge, show why quieter drainage matters in settings such as hospitals, hotels and residential property, and keep the product front-of-mind with the people most likely to influence or place orders.

The result was a campaign strategy designed to support sales, strengthen product trust and give VOX a more distinctive voice in the market.