Schmoooth: The Campaign That Connected Everything

In 2025, Schneider Electric's U.S. Industrial Automation division ranked #6 in brand consideration. The problem was not the product. It was invisibility. And the traditional B2B playbook, run brand first, wait, then activate demand, was not going to fix it fast enough.



So we threw out the playbook.



Together with Creative Business Company, we launched Schmoooth: a coined word fusing the Schneider "Sch" with the universal ambition of frictionless operations. But more than a name, it became the connective tissue of a full-funnel, omnichannel system designed to reach buyers wherever they were and move them all at once.



We broke industrial B2B's visual language with bold Schneider green, people in tracksuits, confident non-technical copy, and motion-forward design. We placed challenger messaging directly outside a major competitor's headquarters. We ran full-funnel paid media across five channels simultaneously, generating 79 million-plus impressions and reaching 80% of our priority addressable market. We activated across 19 events and trade shows while building out sales enablement tools that kept the narrative consistent from the first impression to the final handshake.



Brand and demand did not run in sequence. They ran together.



The results confirmed what we believed: when every channel is pulling in the same direction, the market has nowhere left to hide. Unaided awareness rose 50%, C-level awareness jumped 178%, and Marketing Qualified Leads grew 232% year on year. Pipeline increased 118%, and the campaign generated $138 million in event-driven pipeline and $22 million in won revenue within the first year.



One Schneider Electric executive put it simply: "The best marketing I've seen in 10 years at Schneider."



That is what happens when omnichannel stops being a distribution strategy and starts being a growth engine.