We advertised against business owners, decision makers and Safety Officers in craft businesses. We started by testing target groups, messages, videos and images to find the potential customers. Since products like these often have a long purchase journey, we prepared a Top-funnel, Middle-funnel and Bottom-funnel. Using this, we could mark people on their buying journey, even if they are at different points in it. If some had shown interest in the product, they were therefore presented with messages that would push them closer to a sale. We then began LinkedIn advertising, targeting specific job titles, skills and industries. People who entered the website from LinkedIn also entered a longer retargeting flow.