Raises multichannel awareness with
“Make a move”
General Context
How can homeowners today seamlessly integrate conve nience, energy efficiency, and comfort into their living spaces? Somfy’s ‘Make The Move’ campaign, launched from April to July in Spain and Italy, tackled this very question. By promoting motorized window coverings-such as blinds, shades, and curtains-Somfy aimed to transform homes with smart, automated solutions. But how effective was this campaign, and what did it reveal about consumer interest in home automation?
The campaign’s mission was clear: to educate and inspire homeowners about the advantages of integrating Somfy’s advanced motorized solutions, highlighting the ease of use, energy savings, and enhanced comfort that come with automation.
Client Objective
What was Somfy’s primary goal with this campaign?
The main objective was to raise awareness about the Somfy smart solutions. Key performance indicators (KPIs) were set to measure success, including increasing website traffic, impressions, reach, and overall engagement across targeted regions.These objectives were crucial for the client to achieve significant sales growth and optimize their marketing investments.
A strategic approach for maximum impact
To ensure Somfy’s message reached the right audience,
a focused, multi-channel strategy was employed:
- Google Ads: key focus on display and demand generation channels to build brand awareness and drive consideration. Performance max campaigns targeted high-quality lead
generation. - Youtube: the largest share of the budget, directed towards product categories like gates, garage, and roller shutters, ensured broad visibility and engagement.
- Social media: video campaigns boosted awareness, while display and carousel ads drove consideration across key platforms.
- Spotify: newly introduced audio campaigns targeted major cities like Barcelona, Madrid, Rome, and Milan, extending reach and maximizing impressions.
Key tactical elements
- Meta: targeted connected home and home renovation audiences with top-performing placements on feed, profile feed, and stories. In-stream video was essential for maximizing impressions.
- Youtube and demand gen: leveraged interest-based audiences and GA4 insights to optimize performance. Future campaigns will focus on retargeting visitors from specific product pages.
- Spotify: the new impression & reach campaigns showed strong results, with future efforts set to push these metrics further.
Strategic budget adjustments were made to enhance performance during peak traffic days, focusing on different key days depending on the geography and country.
Results
How did the campaign perform? The numbers tell the story:
Impressions
The localized approach ensured high engagement from the target audience.
275.48%
increase versus 2023
Reach
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
up by 250.30%
Frequency
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
7.19%
increase
Clicks
337.53%
surge
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
CTR
(Click-Through Rate)
The localized approach ensured high engagement from the target audience.
Improved
by 16.52%
CPC (Cost Per Click)
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
Dropped
by 57.29%
CPM (Cost Per Mille)
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
Reduced
by 50.23%
Spends
Total spending had
a 86.86% increase from
2023, reflecting a more
efficient budget allocation given the higher engage-
ment metrics
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
This campaign significantly outperformed expectations, demonstrating that a well-orchestrated multi-channel strategy can deliver impressive results. The focus on YouTube and the introduction of Spotify were pivotal in broadening reach and driving engagement.
Moreover, retargeting efforts ensured that the campaign capitalized on every interaction, turning traffic into tangible conversions.
