How Viessmann educated the whole segment about what heat pumps are and what their prices are
Our first campaign in March 2018 to promote Viessmann heat pumps – a major investment solution for home air conditioning – was successful in many ways. Therefore, in the second we had the task to work to increase product requests through the brand’s website. We had a number of already tested hypotheses, but also many more questions, the answers to which we expect to receive at the end of our second joint campaign.
The approach in our previous campaign had turned out to be very workable, so we relied on it in planning this one as well. Namely – to use the available information on the basis of which to make assumptions and create a working media plan.
By now we already knew that there was interest in the products offered by Viessmann and he had proven himself with the results of the first campaign. However, we weren’t sure if the user path we were using was the best possible for conversion. To find out who she is, we made the following assumptions, which we expected to reject or confirm in the course of the campaign:
- Gender does not matter when making a decision.
The specificity of the product that Viessmann offers, as well as the idea of the division of responsibilities in such a decision at home led us to believe that the main part of our audience would be men. However, the ladies from the team countered that they are increasingly playing a leading role in the family’s financial operations. In this situation, we thought it would be hasty to reject one or the other, so we focused on other aspects of the audience:
- If women had an equally important role in choosing such a purchase, it was welcome for us. Thanks to the book Marketing 4.0, we knew that one of the main key characteristics of the fairer sex is to consult more people and channels about the necessary information before making a purchase decision.
- And if the above is true, we expected to have even more content consumption. And this led us to our next assumption.
- Users will consume the information in the form of videos.
Thanks to the user behavior we observed during the first campaign, we knew that our audience was consuming content heavily – the information they needed corresponded to the stage in their user path they were in. The further down the funnel they went, the more specifics they looked for, and one of the most visited pages on the site was the one with the most frequently asked questions. If you are ready to invest in such a product, you must have answered all the questions, even those that you do not know you have, right?
This information, together with the specifics of the audience’s behavior, suggested that it would be appropriate to include media in a longer format in the new campaign. To this end, we have created three types of videos to present the product more generally, to address the main concerns that the audience would have if they bought such a product and to give consumers the opportunity to meet the professionals behind the brand.
With the knowledge that users consume content in the form of cascading information and length, the videos differed in duration, and the more interest we detected from the user, the more detailed and long was the video we planned to target.
- Consumers at different times consult different channels in response to different needs.
For us, this is less conjecture and more faith in the effectiveness of integrated digital marketing. Our experience so far has shown us that there is a close connection between the channels we use and this campaign was about to prove it again. Knowing that our audience can often be targeted with Facebook ads that don’t pay enough attention to and that only remember some of the information, we’ve secured a Google keyword search presence. So we expected to catch that part of the stakeholders who are focused on the moment of search and need specific information. And what better place to find it on our site?
We measured the success of the campaign by two criteria:
- Number of new leads compared to those achieved in 2018
- The validated insights with which we ended the campaign.
The percentage of applications from the first campaign showed a significant predominance of men in terms of conversions, while in 2019 we reported an increase of 10 percentage points in the conversion rate of women (compared to the stronger sex). This result is due to to a large extent the videos included in the media plan.
You can also see the case study in the video we did on the case: