Wheels that stick: how TENTE used creative LinkedIn content to reach a B2B audience
How do you tell a story on LinkedIn in a way that’s creative, internationally scalable, and relevant to B2B audiences?
The challenge
TENTE is the European market leader in wheels and mobility solutions for industry, healthcare, and retail. The company wanted to use LinkedIn to connect with the logistics sector - a market where they had been less active so far.Not simply as a wheel manufacturer, but as an intelligent mobility partner. Their question: how can we tell our story on LinkedIn in a way that’s creative, internationally scalable, and relevant to B2B audiences? The content had to work equally well in Belgium, the Netherlands, Germany, and Switzerland -across all those languages.
The analysis
We immersed ourselves in the world of TENTE and discovered something fascinating: wheels are everywhere. From hospitals to supermarkets, from furniture to factory floors - TENTE literally rolls through every sector.
The challenge lay precisely in that ubiquity: how do you make something as everyday as a wheel surprising and relevant? Our answer: by looking at the wheel differently. Not as a product, but as a carrier of stories, innovation, and applications.
How do you make something as daily as a wheel surprising and relevant?
The approach
We developed concepts with character - several creative themes, each with a clear hook and a sharp focus on TENTE’s USPs. Some examples:
· Look inside the wheel: a peek into TENTE’s technology and innovation.
· Lookalikes: a playful nod to objects that surprisingly resemble TENTE wheels.
· Where is Wheely: a lighthearted search for wheels in unexpected contexts.
· Tiny Wheels: a wheel takes center stage in a miniature world - from kitchen to hospital -showcasing its versatility in surprising ways.
Aspect ratio: 7/3
All formats were optimized for LinkedIn and supported through targeted social advertising. Not a standard campaign, but a series of well-thought-out visuals, copy, and targeting. The campaigns went live across four countries and languages, without losing an ounce of creativity or relevance.
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The approach worked - and how. We not only achieved strong numbers but directly met the original challenge: to position TENTE as a creative B2B player with content that resonates across borders. Together with the sales team, we also generated leads within the logistics sector via LinkedIn. The numbers speak for themselves:
Aspect ratio: 4 / 5
