How we won silver for Effective Use of Data from the IAB Mixx Awards

It's time to present our case study for Viessmann and tell you how we managed to promote heat pumps as a product in Bulgaria. See what approaches we used to reach over 27,000 users and how we distributed the work over time.

The task

Promotion of heat pumps as a heating product in Bulgaria, using only digital marketing techniques
Online product promotion of Viessmann - Vitocal 200-S
Increase site inquiries for this product
pronounced seasonality, which makes it difficult for us to accurately determine the period for an online campaign.

The challenge

The market for this type of heat pumps in Bulgaria is quite limited  According to customer estimates, about 700 - 1,200 units are 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 product does not have a pronounced seasonality, which makes it difficult for us to accurately determine the period for an online campaign.

Approach and choice of digital channels

Campaign period - April / October 2018

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 leads. We used:
  • Google Search - to cover all searches for heat pumps as well as more general searches for heating, brand and competitors
  • Google Display - interests related to heating and home renovations, similar audiences, in-market audiences, affinity, placements and more.
  • Google Remarketing - remarketing of the audience that visited the landing page (lending page), as well as the audience of the main site of the client
  • GSP - similar audiences to those of Display + remarketing
  • Facebook Banner ads - targeting by interests and job positions
  • Facebook Remarketing - remarketing to an audience that has visited  the target  page on  Vitocal 200-S, as well as the audience of the main site of the client
  • LinkedIn - targeting by interests and job positions

• July August  - expected weaker period compared to the previous one. Here our digital strategy was to use:
  • Google Search - to cover all searches for heat pumps as well as more general searches for heating, brand and competitors
  • Google and Facebook Remarketing - to re-engage users of the site, but with reduced scope compared to the previous period
  • Reduced reach of GDN (Google Display Network), GSP (Generalized System of Preferences) and Facebook Banner ads, only with audiences that directly gathered leads (leads)

• September October  - expectedly the strongest period of the campaign. Here in our marketing strategy included:
  • All listed channels in the period  April / June
  • Remove LinkedIn because of the high  Lead cost, as well as limited coverage in other digital channels with lower CPA (cost per acquisition)
  • Create 2 articles with product information and promote them in one of the most popular online  media  for heating and home renovations + banner  banner ads in the same media, as well as sponsored posts on the same page
  • Based on the insight of the users who visited the landing page with the best performance, we created a remarketing banner that sends them 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

Results

1. 43,000 landing page sessions
2. Over 27,000 online users
3. 206 inquiries from various online channels

You can also see the case study in  the video we made on the case: