How did we generate 471 enquiries in 7 weeks?
(clothing/sports industry)
Customer: renowned Polish sportswear manufacturer selling its products in Poland and Europe
Goal: Increase in the number of leads generated in the B2B segment on the German market – contacts interested in purchase / quotation
Measures:
- strategy workshop to understand the target group
- designing the campaign (graphics, content, campaign mechanics, landing page, analytics, including a coherent combination of the various media where the campaign was run)
- running paid campaigns on Facebook and Google
Results:
- 471 enquiries, including: 194 full-page forms and 277 leadads (B2B)
- generating extra sales in the B2C segment
Cooperation background
In the past, the Customer used to undertake lead generation activities within its own marketing and sales resources. However, their poor performance made him decide to entrust this task to external specialists.
The customer’s goal was to generate at least 56 enquiries in the B2B segment, as well as to actively promote the dedicated clothing design tool.
The biggest challenges were:
- No access to historical data.
- Short notice due to the seasonality of the products – we had just three weeks to prepare the campaign. During this time we designed the sales funnels, (including graphics, content, creation of the landing page) and did a thorough analysis of the German market.
What were we responsible for?
As part of our activities, we were responsible for all areas related to the preparation, launch and ongoing optimisation of the campaign. These included, inter alia:
- Guidelines and supervision of the creation of graphics and animations (cooperation with the customer’s in-house graphic designer)
- Guidelines (layout and content) and supervision of the landing page design.
- Integration of enquiry forms into the CRM system.
- Coordination of deployment of tools to enable campaign analytics.
- Development, launch, management and optimisation of Google and Facebook Ads campaigns.
Performance 841% better than the customer expected
The campaign’s initial goal was to generate 56 enquiries over a three-month period.
Eventually, we generated as many as 471 enquiries that we delivered to the customer in just seven weeks.
Apart from the above, the campaign has brought extra conversions:
- 77 purchases in the B2C segment – with a value of PLN 27,025.
- 860 clothing design processes launched using the on-line tool
Summary
The final success of the measures carried out was determined by commitment, speed, understanding of the customer’s needs and the specifics of the market, drawing up a professional campaign, as well as careful planning of its duration.
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