Barrier had to integrate an online marketing component within the general communication strategy developed the previous year. The brand was built upon its strengths, referring to the German production technology used to weather-proof its windows and protect against noise and theft. A quiet and restful home was what Barrier promised its clients. However, this identity was hitherto only communicated only in radio, TV, printed press and PR materials.
As no online research had ever been done, we had to build a digital strategy from scratch to translate the brand for online audiences. That meant more than planting the brand concept within the digital environment through YouTube Ads, Google Display, or Facebook Ads.
Performance-related actions had to be enabled with Google Search and retargeting processes used for lead generation and active audience building.
As straightforward as it may seem, efficient online segmentation is vital for the rest of the plan to lead to real results. Getting it right means more than simply translating the general audience defined within the broader communication strategy in online terms.
Since online audiences are far more complexly defined and granularly segmented, we needed to redefine the right traits within the general boundary. It is not uncommon to define new categories and different hierarchical layers based on these categories.
This stage proved essential for matching various media within other circles of the targeted audience, varying in their specificity. Furthermore, the clarity gained paid us back when the whole picture came together, with the impact of the messages running through the interactions gained via various media.
Before crafting any campaign, when working inside a previously established identity border, it is essential to keep balance and unity between the online and offline messages. Integrating the brand’s story, its key messages, tone of voice, clips, and visuals within the online narrative may imply more subtlety and artistry than you would guess.
As with all translation processes, the goal is achieved when no one is able to determine which piece belongs to the original creator and which was subsequently derived from the original vision.
Once we achieved clarity over online audience segmentation and an online message that adequately mirrored the offline identity, the process of building awareness moved to the next phase. We selected suitable filters for Google Display and Facebook Ads that permeated the envisioned audience.
A message that comes with new targeting should be broadcast across every medium. Saying that the medium is the message also implies that each pool of users acts in its way with specific behaviors, preferences and instincts. These are based on the medium design and proposed user journey. That’s why correct targeting on YouTube couldn’t be ignored.
In addition, and also based on users’ specific behaviors, YouTube represents a significant online area in which to cultivate brand recognition. Splitting the TV clip into multiple sequences allowed us to create a narrative and expose the same audience to various different versions of the same message.
Once viewers saw the original long clip, they were prompted with different, shorter versions so that the monotone effect of reiteration was overcome and the impact of multiple exposures was retained. Along with this ‘priming’ effect, YouTube campaigns work best for remark
Furthermore, we targeted the acquisition intent for a Google Search campaign allowing us to position the brand to come in front of interested viewers and extend its audience and activate it. Typically, the best followers are those ready to buy.
This is because they are usually the most satisfied of all to discover the brand that meets their immediate needs. Once they decide to actually purchase the product, they become brand ambassadors and reviewers, establishing online trust and recognition.
There are always sporadic early birds that approach brands before they’ve developed an online strategy to keep them engaged. They are explorers, people who found their path to the provider and who may be reclaimed as followers, this time, in a more thoughtful way. Retargeting online users who previously interacted with the company’s website is an essential process to add both numbers and stability to an audience.
Getting to the right audience is just as relevant as excluding an inadequate audience. There are several reasons to do that, and it comprises a dynamic process. First, there are websites and topics which can bias the perception of a brand. News about housebreaking, window accidents, and other types of misfortune doesn’t create a positive halo for a provider of windows, while some other websites may just be a mismatch to host the ads. Excluding them takes time. Also, there are cost-related motives to exclude a well-selected audience. That saves money that cannot be returned. It’s more efficient to track the best reacting audiences and let go of those who respond poorly to your message.
No digital strategy, not even a digital service, is completely provided without tracking performance. That means essentially making the right decision in selecting the best-suited tools to follow how each digital component converts into leads.
The tracking and analyzing process become fruitful in insights if the decision was correct. That allows dynamic campaign adaptation and wise, real-time, real data-based alterations to continuously boost efficiency during implementation.
The company registered a 30% rise in sales during the post-campaign period, compared to the same period of the previous year. The Ad Words campaigns alone were responsible for 59.7% of the generated leads during the 15 months of promotion.
A new flux of users flushed the website. With 138.22% larger than the one registered during the previous year, the new audience proved a far more intensive engagement. Users interacted with more pages than they used to, and the graphic below shows the dynamics at a glance.
The YouTube Campaign secured a 30% view rate for the extended version of the clip, while shorter, 10-second clips had an even more impressive view rate of 45%. Brand awareness was vigorously built through remarketing, as the sequential storytelling concept was applied.
The entire television clip lasted 30 seconds and through careful splitting, it was recomposed into a series of 10-second clips. The sequential story was further distributed differently according to viewers’ gender. Women who first saw the whole clip were further exposed to a shorter version, best-addressing women’s triggers and interests. Another similar selection was made for men.
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