When shopping for windows, homeowners often opt for uPVC as it’s a much cheaper option. What they often don’t realise, is that timber windows are a more environmentally-friendly choice and can actually outperform uPVC over time. There are lots of myths and misconceptions about timber windows, and people often get hung up on price, rather than their value over time.
Earlier this year, one of my agency clients approached me to put together a strategic social plan as part of a wider marketing campaign for a leading UK window manufacturer*. The campaign was to focus on dispelling common myths about timber windows and to raise awareness of how and why a sustainable option can be worth the long-term investment. We put our ideas to pitch… and won!
Now it was time to get started.
The overall campaign objectives were to increase brand awareness, and ultimately increase the number of enquiries and sales coming through to the client’s website. We were looking to reach a primary consumer audience of homeowners, as well as a secondary B2B trade audience. The overall campaign spanned PPC, social, SEO content and email marketing.
When it came to social, the client had a healthy budget to spend on paid ads across the 4-month campaign period, so I devised a plan that specifically focused on using Facebook and Instagram to reach the consumer audience and LinkedIn for trade. We upweighted spend to the homeowner audience as this posed the biggest opportunity.
We didn’t have any benchmarks or previous learnings to go from, so I mapped out a content plan with weekly optimisation in mind. I used the client’s customer personas to develop a targeting strategy looking at audience demographics, interests and behaviours to ensure we were hitting the right people with our ads.
Across the two audiences, we ran a mixture of brand awareness ads focusing on high reach, as well as traffic focused ads that drove clicks to the campaign landing page. A variation of single image ads, carousels and video ads were tested to see which performed best, as well as a variation in creative styles, audiences and copy.
Over the campaign period, we achieved the following results:
- 1,758,228 reach
- 4,085,779 impressions
- 10,383 link clicks
- £0.54 average CPC
- 109,465 impressions
- 508 link clicks
- £3.94 average CPC
So what was the campaign’s impact on sales?
The number of quotes on the client’s window enquiry tool saw a 37.5% uplift vs the previous 4 months and a 143% uplift on the previous year. The value of window quotes generated during our campaign period were up 0.4% vs the previous 4 months and up 90.5% on the previous year. This led to a 13% conversion rate of confirmed orders.
Keeping paid social in the mix alongside PPC ads allowed the two disciplines to really work together at driving traffic and conversions.
It’s safe to say the client was pleased with the results!
*client has been anonymised for this case study
Francesca Maria Creative Services 