Turning environmental intelligence into conversation — and 120+ quality leads.
I helped Envirosuite bring “Evie” to life — a bold, human personality designed to cut through the technical noise of mining and waste sector marketing. Building on earlier work defining Evie’s character and voice, developed and ran a paid campaign that generated 120+ qualified LinkedIn leads and multi-million dollar revenue potential.
Envirosuite’s audiences in mining and waste — Environmental Managers, Operational Managers, and senior decision-makers — were dealing with fragmented environmental data, compliance pressures, and community complaints. Marketing in these sectors was dominated by jargon-heavy, overly technical messaging that rarely connected on a human level. The brief was to stand out, make the brand feel more approachable, and generate a high volume of qualified leads from a very specific audience.
Having already worked closely with Steph Ng, Envirosuite’s Head of Growth, to create the concept of Evie — including her personality, tone of voice, and even selecting the actor who portrays her — the paid campaign became a natural next step. Evie was never just a chatbot; she was designed as the embodiment of Envirosuite’s approachable, confident, and solutions-focused brand voice.
The launch strategy followed a two-stage paid media approach. Stage one used META and Google Display to drive high volumes of low-cost traffic, building awareness of Evie and giving LinkedIn’s algorithm a stronger base of relevant prospects. Once the audience was primed, LinkedIn lead generation ads targeted mining and waste industry professionals with industry-specific downloadable content as the incentive. Leads were then fed into a nurture flow to maintain engagement and move prospects closer to a sales conversation.
The campaign generated more than 120 qualified LinkedIn leads, an impressive outcome for such niche industries. Personality-led creative resonated strongly, delivering high CTRs and feedback from prospects who found Evie’s tone refreshingly different from standard sector marketing.
A revenue model estimated the commercial potential, showing that with a variable annual contract value of $65,000 to $100,000, converting just 2% of leads could generate around $330,000 in revenue, while a 10% conversion rate could exceed $2.5 million. The campaign proved the value of a distinctive brand personality combined with a smart, scalable acquisition strategy, delivering both reach and measurable business impact in highly technical B2B markets.
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