The Story

The most successful companies in the construction industry are characterized by their ability to adapt quickly to changes in the market. Also they are all focused on running a modern business integrating IT-systems with their work processes across invoicing, project management and inventory management etc. On the other hand many bricklayers, carpenters, painters, plumbers and electricians would be far more succesful if they did not run their business with manual and adverse routines. These are alle stopgap measures in many shapes like physical time sheets, invoices for material sourcing, post-it’s with scrawl, stacks of paperwork, and it-systems that are not compatible.

Based on a cross channel product launch with a strong Youtube strategy, every craftsman owning their own business should know that a new it-system – EG One – is available to match the specialized requirements of the industry. This system supports the workprocesses during all stages of a building project regardless of size.

The Goal

The goal was to create brand awareness in the target audience as well as involving the relevant decisionmakers and convert them into qualified permission leads. The target audience was well defined among the Danish carpenters, bricklayers, painters, electricians and plumbers, and it amounts to approximately 23.500 companies.

Some leads should download a trial version of the software and some should indicate interest in further dialogue with the industry experts in EG. And the sales follow up should close new customers on the platform.

The Approach

To get the target audience engaged, we created a universe based on humor. Within this universe a caricatured reality existed where the focus was on the stopgap measures. The universe unfolded across channels, which all contributed to brand activation, lead generation and sales. The channels included videos on YouTube, display banners, AdWords, and social media platforms to support the tutorials on the web. Flows were developed for both e-mail and SMS-marketing, adverts in trade papers, as well as for a radio spot where the stopgaps were the central point.

Youtube had an important role in the total media mix. Two in-stream videos were made for YouTube to better hit the target audience. The first version had a focus point of the competition element, which appealed to craftsmen and skilled workers, whereas the second and longer version was more focused with telling about the benefits of the product and thereby appealed more to the business owners.

It is not necessarily easy to find and target the relevant B2B audience, and therefore our strategy was to start with a larger audience and then use a datadriven approach to optimize and narrow the targeting down to the groups that performed the best, based on engagement, CTR and leads.

The datadriven optimization was combined with a full funnel marketing approach, where follow up and different formats and channels were used.

An example of this was the re-marketing banners targeting the users that have seen the video or initiated the lead flow. We made an audience out of the users who signed up as a lead, and targeted Youtube ads to mature the leads and raise the close rates in the following salesprocess.

YouTube was an essential source in getting a huge exposure in the target group, but also in terms of creating engagement and leads. All this in a B2B target group, which can be difficult to find and engage. All together is this a unique result, and high class use of Youtube advertising.

The Results

The results were breathtaking. Nearly 70,000 unique users clicked to EG One’s campaign site. Out of these, 5,000 gave permission and indication of occupation such as master craftsman, skilled worker or bookkeeper.

The target audience was approximately 23.500 companies and with 5.000 permissions so almost 20% of the target audience gave their permission.

With a rather limited media budget we managed to reach 9 million impressions across all channels during the first two months of the campaign. This strong awareness entailed a kickstart for the sales and generated a large pipeline. On YouTube, both ad recall and brand awareness were ‘Best in Class’.

There were 1.65 million impressions of the Youtube videos, and with 335.000 interactions the interactions rate was impressive 20% – which we perceive as ‘Best in Class’ for a B2B client.

The “watch time” was 38 million seconds which means that on average users in every single company in the target group have watched the videos for nearly 30 min. Since the videos was only 40 seconds and 2 minutes, it seems that the audience found he videos quite humorous and appealing.

The approach with mobile first gamification created massive data driven traffic to the segmented landing pages, as well as the possibility of a free trial period of EG One.

On Youtube we applied a data driven approach. In the start we did a quite broad targeting in order to get some volume and clicks to the site. The creatives were made to ensure maximum focus from the professionals in the target audience and less interest from users not in the segment. And as soon as the user began the lead flow we did a qualification in terms of the users role in the decision making process. Therefore, we were able to make tailored remarketing banners based on their specific role. We targeted the decision-makers quite accurately as the ad recall amongst the 45-54-years-old business owners was increased by 292%.

Overall, there was an increase in ad recall of 29% and an uplift in brand awareness of 32.3%.