The Brenna Chimica story

Brenna Chimica is a visionary company, driven by the ambition to transform the food industry through a remarkable discovery: BIOPURE, a natural, patented solution for eliminating bacterial biofilms without the use of chemical agents. After years of research and development, Brenna finally had in its hands a product capable of delivering a standard of hygiene never seen before.

Having a great idea, however, is not enough to succeed: Brenna faced a problem. How do you take this innovation to market?

How do you convince food companies to abandon conventional solutions and adopt BIOPURE?

Brenna had invested significant resources in developing BIOPURE and now had a clear objective: to reach at least 10 new customers within 3 months. Achieving that called for qualified leads — companies with a potential interest in discovering and adopting the new sanitisation system.

But after a first attempt at promoting the product on LinkedIn, the results were not what had been hoped for: the channel did not generate the interest expected, and the company began to sense the risk that its investment might not pay off as intended.

This is the point in the story where OTO Agency comes in — not as a straightforward supplier of services, but as an expert guide able to turn a complex challenge into a concrete opportunity.

Brenna had worked with OTO before and knew it could count on an organised, capable team, able to find the right way of communicating the value of the new product.

OTO took on the challenge and proposed a change of direction: leave LinkedIn behind and pursue a direct, targeted cold email marketing strategy.

The OTO Agency team faced several challenges on the way to generating leads for the client. Here are two of them:

1. The right audience, the right tone: the first step was building a list of more than 5,000 companies with a potential interest. The second challenge was devising communication that worked. OTO chose an honest, conversational tone, close to the audience, in order to break down the natural mistrust that a cold email can provoke.
2. Crossing the desert of mistrust: sending almost 5,000 emails may sound straightforward, but achieving meaningful results takes analysis and precision. OTO monitored every phase of the campaign, continuously optimising the copy and the send flow to maximise opens and replies.

With the cold email campaign in place, Brenna Chimica achieved results. The data speaks for itself:

• 4,960 emails sent, of which 64% opened (3,193 opens)
• 44% click rate on the emails sent (2,218 clicks)
• 304 replies in total, from which 61 qualified leads were selected
• Of those, 51 leads on target (83%) and 43 meetings booked with prospective customers.

On the strength of those numbers, Brenna exceeded expectations: it not only met its lead generation objectives but also built a database of contacts that will allow it to keep growing.

Thanks to OTO‘s strategic and operational support, Brenna Chimica has finally begun to see the rewards of its major investment. BIOPURE has started to generate interest in the market, opening up new commercial opportunities and consolidating the company’s position as an innovative leader in food safety.

In this case study too, OTO Agency proves to be the ideal guide, accompanying its clients on their journey and helping them overcome the obstacles along the way.

Brenna can now look to the future with confidence, backed by an effective sales method and a product that is winning over the market.