Ansell: "No Leather" Campaign
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The Challenge
Leather gloves dominated mining – not for performance, but perceived cost. The reality: lower price, higher total cost. Less protection, more injuries, more downtime. Ansell needed to shift the conversation from price per pair to long-term business impact.
Our Solution
We built an email campaign that challenged conventional wisdom. Bold, playful creative designed to stop B2B buyers mid-scroll. Each email unpacked a cost-of-ownership argument: injury rates, productivity loss, replacement cycles. Recipients could download four tailored whitepapers and order a free sample kit. The message: leather is legacy. Synthetic is performance.
Results
High engagement across email blasts
Strong whitepaper download rates, users actively sought the business case
Significant sample kit requests, proof of purchase intent
Ansell shifted the narrative from price to performance in a commodity category
A B2B activation that didn't just sell gloves – it changed how buyers calculate value.
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