Who?
The UK’s number one fencing equipment manufacturer, who distributes and sells on multiple levels, including chain and local stockists, tradesmen and DIY enthusiasts.
Why?
They approached Converted to help manage 2021 activity and drive better growth through digital optimisation.
There were a number of targets including:
- Increasing trained installers (who then become product advocates and resellers).
- Increase consumer awareness of the product to drive sales through stockists.
- Deliver growth of key product lines to achieve stretching targets.
- Drive awareness and growth in key geographic areas.
What?
Converted had to break out each persona and create a marketing strategy for each, analysing their habits, buying motivations and identifying how we could reach and engage them.
This included a blend of search, shopping, display, video, social and retargeting across multiple platforms.
While we can’t reveal all we did, we can say geo-targeted awareness campaigns, retargeting campaigns and a funnel approach to certain user personas was involved, as well as a restructure of paid advertising campaigns.
Winning
6845
increase in
trained installers
150%
increase in stockists and installers in historically low penetration areas.
215%
increase in key goal conversions YoY
Case Studies
Just some of our activity, results and experiments.