Karcher

Social Media Digital Marketing SOCIAL MEDIA STRATEGY SOCIAL MEDIA MANAGEMENT SOCIAL MEDIA ADVERTISING CONTENT MARKETING VIDEO & MOTION GRAPHIC DIGITAL ADVERTISING E-MAIL MARKETING
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Alfred Kärcher SE & Co. KG, or Kärcher, is a German-based manufacturer of power tools for industrial and household cleaning. The still family-owned company employs more than 13,000 people worldwide and is the world's leading manufacturer of machines and solutions for domestic, professional and industrial cleaning.

With its high-pressure and ultra-high-pressure cleaners, vacuums and steam cleaners, sweepers and scrubbers, vehicle washing systems, detergents, drinking water treatment systems, water dispensers, pumps and watering systems for the home and garden, Kärcher offers a range of innovative solutions for every need.

At the same time, Kärcher makes an ongoing contribution to the areas in which it operates by sponsoring cultural or social events.

REQUIREMENTS
Develop a digital advertising strategy and plan, to be deployed along the entire customer "journey" and activate single spot campaigns to support the launch of new products, aimed both at a consumer audience (BTC) and at companies and professionals (BTB).
GOALS
1. Awareness
Increase awareness of the brand or new products in paid media to drive traffic to the website
2. Interaction
Increase interactions with your audience through quality content and storytelling
3. Conversion
- Increase ecommerce site sales
- Increase drive to store
- Increase ROAS
4. Nurturing
Increase customer engagement and loyalty to facilitate repeated purchases and increase lifetime value
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INTERVENTION
To respond effectively to the needs of the customer, the MazzMedia team has outlined a strategic plan of intervention to support the activities of digital advertising.
Planning
Planning
  • CHOICE OF GOALS
  • IDENTIFICATION OF TARGET AUDIENCE
  • DESIGN AND DEVELOPMENT OF CREATIVE CONCEPTS
  • IDENTIFICATION OF MARKETING CHANNELS
  • BUDGET AND FORECAST
  • CAMPAIGN SET UP AND PLANNING
  • DEVELOPMENT OF CUSTOMIZED DASHBOARD REPORTING
CREATIVE DESIGN
Our team of designers and copywriters worked closely with the client to capture the essence of the brand and the uniqueness of its products, to devise campaign concepts and declinations of visual and textual materials capable of successfully attracting the target audience.
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MESSAGE PLANNING
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VISUAL CONCEPT
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CREATE MARKETING ASSETS
CHANNEL MIX & CAMPAIGN IMPLEMENTATION
Google Ads:
  • SEARCH
  • SHOPPING
  • SOCIAL
  • DISPLAY
  • RETARGETING
Massive Search Network coverage through Search and Shopping campaigns.

Passive advertising with images on Google Display + Discovery to cover all Google channels: Partner Sites and Apps (Display), Youtube Home Page (Mobile), Google News Feed (Mobile), Gmail (Social and Promotion Tab).

Multichannel Retargeting: after a few weeks from the launch, recorded the first data and tracked users, we have activated several remarketing campaigns to better cover even the "undecided" users.
Social Ads:
  • Facebook
  • Instagram
  • LinkedIn
To raise awareness of the brand and its new products, Awareness campaigns were conducted with an Impression objective, in order to show the ads as many times as possible. Multiple creatives were designed and declined to cover multiple placements.

In particular, we used several teaser videos for the launch/awareness phase, as this type of content better illustrates the product and allows a larger data collection for the remarketing phase.

Following this, campaigns with Traffic/Conversions objectives were launched, in parallel with the development of landing pages to maximize ad relevance and overall campaign quality score.
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Video:
  • Google
We developed 3 types of Video campaigns, which covered YouTube and partner video sites, to bring Awareness, Traffic and also Conversions.
In-Stream YouTube + Video Partner Sites
In-Stream YouTube + Video Partner Sites
The classic YouTube format. The ad starts automatically while the user watches other videos (at the beginning or during playback).

Advantages are visibility, audio ON, forced viewing of the first 5 seconds and the accompanying image ad with CTA that remains visible even after the video itself is skipped.
Discovery
Discovery format is the only video advertising format on YouTube where the user chooses to watch the video. The video is shown as suggested after a YouTube search or while the user is watching another video.

The advantages are the intentionality of the view and the large "free" awareness due to the fact that the video is rarely clicked on (> paid), so 99% of the time a free "image ad" is shown to a selected audience.
Outstream
Outstream
Outstream videos are those videos that appear on mobile outside of YouTube, within sites and apps (e.g. blogs or newspaper articles).

The video is with audio off by default: it only goes on if 50% of the video is on the screen and features a CTA encouraging you to visit the website. You only pay if 2 or more seconds of the video have been viewed.

The advantages are very low costs and high volumes of impressions. Great for the Awareness phase, especially when the video is short or otherwise lively at first and audio is not critical.
  • SOCIAL
Along with the Google video campaigns, we launched several standard video campaigns spanning a few weeks, having a mix of objectives (impressions, views, traffic and conversions).

Campaign set up variables were continuously balanced to ensure continuity of campaign visibility/interaction.
Native advertising platform
In addition to paid campaigns, on Google ads and social, a part of the budget was allocated to some additional channels for native advertising campaigns, with the objective of pure awareness to raise awareness of the products and the brand through pre-roll formats and skins, targeting users with interest in "Home" campaigns (target BTC).
In particular, we chose two networks that were in line with the intended objectives:
  1. Manzoni Network. Composed of around 60 titles and with a reach of around 18 million weekly users (1 out of 2 users in Italy visits a Manzoni site at least once a week). The Manzoni portfolio is an excellence in the Italian info-news panorama and offers a vast depth of offerings also in terms of verticality on the segments of interest that allow each client to find the right target.
  2. Taboola. A world leading content recommendation platform that proposes contents of interest to the user thanks to an advanced machine learning algorithm that interprets navigation behaviors.
Email / DEM
In addition to paid campaigns, we have designed and developed several DEM campaigns that have provided for the sending of a newsletter to a national pool of users targeted both on families (middle age) with children and interest "home", and on professionals and companies appropriately selected and clustered. Databases and related lists have been provided by us, ensuring the choice of suppliers in full compliance with GDPR regulations in force.
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Management & Cro
  • A/B Testing
  • Results Analysis
  • CRO (conversion rate optimisation)
    - Campaign Structure & Settings
    - Statistical analysis & Refinement
    - Bid Management
Management & Cro