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How can homeowners today seamlessly integrate convenience, 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 motorised 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 mission of the campaign was clear: to educate and inspire homeowners about the advantages of integrating Somfy's advanced motorised solutions, highlighting the ease of use, energy savings and enhanced comfort that come with automation.
What was Somfy's primary goal with this campaign?
The main objective was to raise awareness about Somfy's smart solutions. Key performance indicators were set to measure success, including increasing website traffic, impressions, reach and overall engagement across the targeted regions. These objectives were crucial for the client to achieve significant sales growth and optimise their marketing investments.
A strategic approach for maximum impact
To ensure Somfy's message reached the right audience, a focused multichannel 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 such as gates, garage doors and roller shutters, to secure 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 such as Barcelona, Madrid, Rome and Milan, extending reach and maximising 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 maximising impressions.
- YouTube and demand gen: interest based audiences and GA4 insights were used to optimise performance. Future campaigns will focus on retargeting visitors from specific product pages.
- Spotify: the new impression and 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 the country.
How did the campaign perform?
Impressions. A 275.48 percent increase versus 2023. The localised approach ensured high engagement from the target audience.
Reach. Up by 250.30 percent.
Frequency. A 7.19 percent increase.
Clicks. A 337.53 percent surge.
CTR. Improved by 16.52 percent.
CPC. Dropped by 57.29 percent.
CPM. Reduced by 50.23 percent.
Spend. Total spending had an 86.86 percent increase from 2023, reflecting a more efficient budget allocation given the higher engagement metrics.
This campaign significantly outperformed expectations, demonstrating that a well orchestrated multichannel 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 capitalised on every interaction, turning traffic into tangible conversions.
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