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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%.
Executive Summary
With the launch of EG One, every craftsman owning their own business should know that a new it-system is developed to match the specialized requirements of the construction industry. This system supports the work processes in all stages of a building project – regardless of size. With this solution, the companies will become far more effective and can avoid several manual and inefficient routines in their work.
The purpose of this campaign was to target all relevant companies in the construction industry in Denmark and to get the attention and involvement of the small and medium size business owners including the master craftsmen and skilled workers as well as the bookkeepers. Ultimately to generate leads and trials for the software EG One.
This target audience was well defined among the Danish carpenters, bricklayers, painters, electricians and plumbers, and it amounts to approximately 23.500 companies.
The results of the campaign:
- 70,000 unique visits to the campaign site
- 5,000 of which gave permission and indicated occupation (master craftsmen, skilled worker or bookkeeper)
- An increase in ad recall of 29%
- An increase in brand awareness of 32.3%
- The ad recall among the primary target group (45-54-year-old master craftsmen) was increased by 292%
The Campaign Ads | Video
We developed two different versions of the in-stream ad. One of which focused on the competition element which appealed to craftsmen and skilled workers (short version), and the other focused on providing information about the product appealed thereby to the master craftsmen (2 min. version).
Short version
2 min. version
The Campaign Period
The campaign ran from May 2, 2017 until June 22, 2017.
The YouTube campaign was most effective in the beginning of the period, i.e. May 2 until May 10. Hereafter we used display re-marketing to a greater extend to integrate with the consumer.
The brand lift study dates from May 2 until May 6, 2017.
Best Practices
By using Best Practices within audience targeting we created result for the customer, for example we made two versions of the in-stream video who appealed to different segments.
Additionally, we had re-marketing of the lead flow set up on the campaign site. As soon as the consumer was classified according their occupation they received a tailored banner.
Moreover, we have worked with linear attribution in order to better demonstrate the effect of YouTube and the display ads.