The Challenge
A client in the home improvement industry came to us for help to run a campaign that drives brand awareness and lead generation during their busiest time of the year. They’re the leading, most-trusted industry experts in their space.
However, the market is competitive, particularly in regards to digital search. They asked us to increase their monthly lead generation for the national business, as well as their 30+ franchises around the country.
We created a comprehensive 12-week Spring Campaign strategy, including activating social media, which is under-utilised by the whole industry.
The Idea
Our digital team took up the gauntlet and devised a comprehensive ad strategy with a healthy channel mix of YouTube, Facebook/Instagram, Google Display and LinkedIn.
Our approach ensured they would reach both homeowners and commercial businesses, with messaging that not only raised brand awareness but emphasised their cost-effective, solution-based offering.
The funnel strategy built awareness and knowledge, then drove conversion once we had engagement. This included remarketing to anyone that had engaged with the brand via the ads and/or their website but not yet converted.
Our creative studio created on-brand, eye-catching assets across each channel, in-line with best practice for each platform. YouTube ads had impactful audio; Facebook ads had an upfront ‘hook’ to ignite interest in the first few seconds.
Vigilance is one of our trademarks. The campaign was continually optimised throughout its duration, ensuring budget was shifted into the right channels to deliver on the KPIs.
While we harnessed the power of Google and Facebook audiences and automation, we also set up hands-on, bespoke campaigns for struggling markets so we could better control those areas.
The Result
We presented the results to the brand’s franchisees at their National Conference and explained our methodology and lead generation. Our studio also created an inspirational video to highlight the brand’s professionalism and commitment to their network.
Our results far surpassed our client’s expectations:
– +29% leads during the campaign versus previous period
– +163% website sessions vs. previous period
– +193% website sessions vs. previous year
– +197% users on website vs. previous period
– +174% users on website vs. previous year
– 61% all website enquiries were directly generated from paid digital channels
– 61% all website enquiries included an assist from paid digital activity
They were thrilled with the results:
“headmark really impressed us with their energy and expertise, explaining everything clearly and concisely as the digital campaigns progressed,” said their National Marketing Manager. “I trusted them to deliver – and they did!”
Our team of digital specialists and creatives are adept at fixing problems and optimising brands for real growth. Find out how we can help your business today.
