All work

Gentlemen.
Prepare your engines.

Turning regulatory changes into increased sales for a global leader

The quick take

MAN Energy Solutions saw upcoming regulatory changes as a thought leadership opportunity. Together we created a campaign to position them as industry experts, increasing sales by 288% on a key product line.

About MAN Energy Solutions

MAN Energy Solutions enables its customers to achieve sustainable value creation in the transition towards a carbon-neutral future. Addressing tomorrow’s challenges within the marine, energy and industrial sectors, MAN Energy Solutions improves efficiency and performance at a systemic level.

Scope

Creative concept & messaging framework
Tactical roll-out plan
Industry trends study & development of white paper
LinkedIn & email campaign
Expert interview videos

Target audiences were led to a campaign-specific landing page, providing MAN with valuable visitor data and engagement opportunities.

Challenge

The countdown to a Global Sulphur Cap saw the shipping industry facing significant strategic uncertainty. Ship owners and operators were under pressure to act, yet many delayed decisions amid competing fuel options, regulatory complexity, and high commercial risk. For MAN Energy Solutions, the challenge extended beyond compliance messaging: it required establishing clear market leadership, creating urgency in a hesitant industry, and positioning the company as the trusted partner capable of guiding customers through a critical operational transition.

Solution

CBC approached the challenge as a strategic market intervention rather than a conventional campaign. Through deep industry insight and audience analysis, CBC helped MAN Energy Solutions clarify its role as a trusted transition partner at a moment of sector-wide uncertainty. By reframing regulatory compliance as a business-critical decision, we established a compelling leadership narrative supported by authoritative content and expert perspectives – creating urgency, strengthening market confidence, and positioning MAN as the preferred partner guiding shipowners safely through change.

Challenge Solution

MAN Energy Solutions | A series of attention-grabbing visuals and headlines were developed to engage different target groups | CBC

Impact

The initiative delivered outstanding engagement and measurable commercial impact within a highly specialised audience. Emails achieved a 42% open rate and 23% click-through rate – double Mailchimp’s average open rate, and nearly ten times the average click-through rate. Across LinkedIn and Facebook, activity generated 255,000 organic impressions and 7,300 interactions within two months. Sales for a key product line rose 288% compared with the same period the previous year.

Outcome

42% open rate
255k organic impressions
Sales increased 288%
More wow
Impressive stat

Based on original research, an ‘industry trends’ whitepaper was highly effective in positioning MAN as a solutions partner and driving engagement.

MAN Energy Solutions | A LinkedIn campaign with expert interviews enabled MAN to position itself as 'the' solutions-led partner to help guide vessel owners through the regulatory transition | CBC

A campaign video was developed to expand the story and USPs, and to highlight the need to take action well ahead of regulatory deadlines.

“With a compelling creative concept and strategic roll-out plan, the campaign has succeeded in increasing our sales by 288% on a key product line. We are the ones driving the conversation around sulphur regulations in our industry – for us, this is only the beginning.”

Daniel Vengel Jensen,
Marketing Manager

Gentlemen. Prepare your engines.