At home in a warm house
The journey kicked off with several client meetings and research to gain insights into the Dutch and Belgian insulation market. Based on this knowledge, a comprehensive 360 degree campaign plan was developed, involving different types of channels and media ranging from TV commercials, billboards and advertorials in national dailies to digital marketing and PR.
To create all these different communications materials, the starting point was the creative concept titled ‘At home in a warm house’. In one day, a home was turned into a movie set and footage for a TV commercial and all supporting photography was shot. Curious to know what a day like that looks like? Take a look at our behind the scenes video.
Once the footage was there, it was time to develop all the copy with consistent messaging across all materials. The heart of the campaign was the landing page thuisineenwarmhuis.nl (and .be) where homeowners can find their nearest insulation expert.
At the end of summer, we launched the campaign with a PR offense, advertorials and media buying in B2B construction magazines, lifestyle magazines and daily newspapers.
This was followed by a 360-launch campaign with a TV and YouTube commercial, billboard ads at strategic locations and PR activities. We utilized digital activities such as a social media campaign on Facebook and Instagram, and Google Display and SEA to drive leads.
The results
The launch campaign ran from October until December. To measure impact, we created a 24/7 dashboard to track digital marketing activities, website data and leads. We were also able to track the impact of TV. We used the results to analyze and optimize. We also collaborated with HBS resellers to understand the success and receive feedback from the channel.
In terms of awareness following the launch campaign, Progress realized:
- 50 articles in print media with a reach of 6,7M(illion), 100% positive sentiment
- 6M views on TV with an avg contact freq of 3
- 3M views on YouTube, 46% watched the ad completely
- 77x large billboards realizing 7M impressions
- 15M views via online display
- 17M impressions via FB and Insta
- 66K views via Google SEA, 92% in top 3 search and a CTR of 8,3% (3X industry average)
In terms of conversion, Progress realized:
- 7.915 website visits of which 87% new with an average time spent of 1 min 58 sec
- 1.165 soft conversions
- 165 leads
- And happy resellers!
Based on set benchmarks and KPIs the launch campaign was considered a huge success. This was reaffirmed by the Digital Communication Awards, for which we proudly won an award in the Launch category!