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Delivering record marketing ROI for an industrial giant
Schneider Electric
Ongoing
Industrial automation is a crowded, highly rational category. Most brands compete on specifications, systems, and functional claims—making differentiation difficult and brand activity easy to ignore. Schneider Electric’s US Industrial Automation business wanted to change that: not simply to launch a campaign, but to build a brand platform that could shift market perception, support sales performance, and prove that brand investment can drive measurable commercial outcomes.
Creating a challenger platform for the category
We developed a new platform called:
Schmoooth
It repositioned Schneider Electric as a brand that makes industrial operations work more smoothly, efficiently, and intelligently—not just through products, but through better connected systems and experiences. Designed to feel distinctive within a conservative category while remaining commercially credible to operational buyers, the work was built from the beginning as a full-funnel system rather than a traditional awareness campaign.
Connecting brand, demand, and sales
We designed Schmoooth to work across the entire customer journey—from top-of-funnel awareness through mid-funnel engagement to bottom-funnel sales enablement—integrating brand storytelling, event activation, digital media, hyperlocal targeting, ecosystem partnerships, and sales tools. We also developed segment-specific messaging and activation for manufacturing, water and environment, and energy and chemicals, allowing Schneider to stay relevant to different audiences while maintaining a consistent enterprise narrative.
Driving record measurable commercial impact
Schmoooth became one of the strongest-performing campaigns in Schneider Electric’s US history.
Top of mind impact:
– 57% found the campaign unlike anything in the category
– +12pt in consideration and first choice
– Share of Voice: 31% (2024) to 34.4% (2025), +3.4 points
– Web visits: 33,423 (2024) to 50,857 (2025), +52%
Bottom line impact:
– $22 million won from marketing-sourced opportunities
– Marketing-influenced pipeline: $419.4M (2024) to $914.5M (2025), +118%
– Marketing Qualified Leads: 2,200 (2024) to 7,302 (2025), +232%
The work demonstrated that brand and demand do not need to compete with each other when designed as one commercial system.
We delivered and won
Recognition & Feedback
“Working with CBC was a breath of fresh air. They helped us break out in our category with a message that resonates both emotionally and commercially. Schmoooth drove a 12-point increase in consideration and first choice, a 232% increase in marketing qualified leads, and $22M in revenue won — in less than six months.”
