Resin Flooring is a competitive space. With Sika providing a wide range of high-quality products for various applications in this space, what was going to the best way of communicating this to specific target audiences?
Sika did not want this to be a mass campaign. It needed to hit the right people at the right time who were going to act. And we needed warm leads supplied to our client. This was not about awareness, this was about action.
It started with the website. We overhauled the content on the website to ensure the right information was there – and it needed to be all SEO-optimised for the best long-term success.
Then we looked at the target market, and we segmented our audience into a few key categories. We used a highly credible method for extracting a relevant database list of our specific target market. This list was then used for a series of EDMs, as well as being used for a targeted social media campaign across Facebook, Instagram and LinkedIn.
In addition to overall awareness campaigns and ads, we focused more heavily on a Lead Generation campaign through social media.
The social media ads achieved a CTR rate of close to 2%, the Google Ads achieved a CTR of over 3.6% and most importantly, in this 3-month campaign, we delivered over 250 credible and interested leads to our client.