The project
Promotion of heat pumps as a heating product in Bulgaria, using only digital marketing
The goals were online promotion of one of the models of heat pumps and to increase the online inquiries for this product.
For the detailed case study and 2 min video please visit the following link.
The Challenge
The market for this type of heat pumps in Bulgaria was quite limited at this time. According to estimates, about 700 to 1,200 units were sold per year in recent years. The installation of this type of heating device requires a large financial resource and is unaffordable for most households in Bulgaria. This digital data did not show that the product has a pronounced seasonality, which made it difficult to accurately determine the period for an online campaign.
The Solution
We created a Media Plan based on the following criteria, dividing the campaign period into 3 parts:
April / June – a strong period in which we included both awareness and engagement channels and leads. We used with various purpose Google Search, Google Display, Google Remarketing, GSP, Facebook Banner ads, Facebook Remarketing, LinkedIn
July August – expected weaker period compared to the previous one. Here our digital strategy was to use Google Search, Google and Facebook Remarketing, Google Display Network, GSP and Facebook Banner ads with focus on leads.
September October – expectedly was the strongest period of the campaign. Here in our marketing strategy included all channels in the period April / June, and removing
LinkedIn because of the high lead cost, as well as limited coverage.
Key to the success of the campaign was the insight that users who placed an inquiry had visited the FAQ section on the website. So we created a remarketing campaign with banners and videos with FAQ and were sending prospects to a specially created page with frequently asked questions.
Subsequently, we remarked the users of this page with a new remarketing banner with testimonials of customers and a specially created landing page with user references
The Result
43,000 landing page sessions
Over 27,000 online users
206 inquiries from various online channels and over 400 phone inquiries
These people can tell you more
