A Cross channel strategy to increase
Awareness and drive appointments
Through this campaign we wanted to analyse the effective impact of targeted marketing campaigns on customer engagement and appointment requests for electronic diagnostics services.It is particularly interesting as it sheded light on the efficiency of using a multi-channel approach, combining social media and digital out-of-home (DOOH) advertising.
Through this campaign we wanted to analyse the effective impact of targeted marketing campaigns on customer engagement and appointment requests for electronic diagnostics services.It is particularly interesting as it sheded light on the efficiency of using a multi-channel approach, combining social media and digital out-of-home (DOOH) advertising.
Client objective
The primary objective of the client, Auto5, was to increase awareness and drive appointment requests for their electronic diagnostics services across selected service centres.
Specific goals included:
- Enhancing visibility of the services in both French and
Dutch-speaking regions. - Targeting local populations effectively to maximize
appointment requests.
These objectives aimed to not only boost immediate service bookings but also to establish a stronger market presence in the targeted areas.
A cross channel strategy for increased
awareness and appointment bookings
To achieve these objectives, a comprehensive strategy was implemented:
- Targeted Advertising: The campaign was launched across six towns, with an equal split between French (FR) and Dutch (NL) speaking regions.
- Multi-Channel Promotion: The campaign utilized both social media (SoMe) and Digital Out of Home (DOOH) advertising to maximize reach and engagement.
- Optimized DOOH Campaign: To enhance the effectiveness of the DOOH campaign, advertising days and time slots were strategically reduced, focusing on peak times to ensure maximum visibility and impact.
The extra mile to reach the client’s goal:
- Geographically Targeted Campaigns: SoMe campaigns were specifically tailored to the towns surrounding the six
centers. - Localized DOOH Advertising: Digital screens in the vicinity of the centers were used to capture the attention of passersby, driving immediate action.
- Data-Driven Adjustments: The DOOH campaign was fine-tuned based on real-time data to optimize reach and effectiveness.
Results
The campaign significantly surpassed expectations, resulting in a substantial increase in appointment requests.
Key impacts included
High Engagement Rates
The localized approach
ensured high engagement
from the target audience with a 0,11% CTR and 1,66% engagement rate in the social media campaign.
The localized approach ensured high engagement from the target audience.
Increased Appointment Requests
The strategic use of SoMe
and DOOH led to a notable rise
in appointment bookings, highlighting the success of the campaign.
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
Enhanced Brand Presence
The dual-channel approach
reinforced Auto5’s presence in the
selected regions, building a stronger
connection with local customers.
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
Appointment requests were the primary metric of success, with numbers exceeding initial projections, and the garages being fully booked, validating the effectiveness of the strategy.
This structured approach not only highlights the successful outcomes but also emphasizes the strategic and technical aspects that contributed to the campaign’s success.
blue2purple brought Auto5 success through a strategic partnership, campaign planning, execution and optimisation.
