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 German production technology used to create weather-proof windows, with high protection against noise, and, also, theft. A peaceful and restful home was what Barrier promised to its clients. However, the identity was created and communicated only in terms of radio, TV, printed press and PR materials.
As no online research was made before, the company had to build up a digital strategy from scratch, in order to translate the brand for the 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.
The company registered a 30% raise in sales during the post-campaign period, compared with the same period of the previous year. The Ad Words campaigns alone were responsible of 59.7% of the generated leads, during the 15 months of promotion.
A new flux of users flushed the website. The new audience, with 138.22% larger than the one registered during the previous year, 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 rate of 30% view rate for the long version of the clip, while shorter, 10 seconds, clips had a view rate of 45%. The brand awareness was vigorously built through remarketing, as the sequential storytelling concept was applied.
The entire television clip lasts 30 seconds. Through careful splitting, it was recomposed into a 10 seconds series of 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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