A Digital Campaign Success by Toshiba and Dentsu Norge AS
Educating Norwegians on heat pump technology
Introduction:
Toshiba is a renowned leader in heat pump technology, known for its innovative and energy-efficient solutions. Their products are designed to provide optimal heating and cooling for homes, making them ideal for the diverse climates experienced in Nordic countries.
Campaign overview:
Dentsu Norge AS partnered with Toshiba Varmepumper to create an impactful, always-on educational campaign targeting the Norwegian market. With the importance of energy efficiency becoming increasingly critical, especially in regions like Norway that experience diverse and challenging climates, the campaign sought to raise awareness about the practical benefits of heat pumps. The approach was tailored to address the unique needs and concerns of the Norwegian audience, making the campaign both timely and highly relevant.
Campaign scope:
Objective: The primary objective was to educate the Norwegian audience on the advantages of heat pumps for heating and cooling, addressing common questions and concerns through engaging content. As an always-on campaign, it allowed for continuous optimization and creative updates, leading to progressively better results over the course of the year.
Headlines and Content: The campaign utilized a series of native ads with headlines such as:
- Is it cheaper to heat your home with wood or a heat pump?
- Important factors for choosing a heat pump
- A heat pump should withstand the weather where you live
- Will my electricity bill increase or decrease if I use a heat pump?
- Ignore “Best in Test” when choosing a heat pump
- Spend more time at the cabin by extending the season with a heat pump
- Heat pumps can also be used for cooling
These headlines highlight the educational nature of the campaign, focusing on practical advice and information.
Execution:
Dentsu Norge AS employed a multi-faceted approach:
- Diverse Ads and Landing Pages: A variety of ads and dedicated landing pages were created to address different aspects of heat pump technology. The platform automatically A/B tested different creatives on various sites and ad placements to identify the most effective combinations. This ongoing testing and the addition of new creatives throughout the campaign helped improve performance over time.
- Bid Optimization: The agency skillfully optimized bids to ensure cost-efficiency and reach.
- Wide Site List: A broad range of websites was included in the campaign to maximize visibility and engagement, leveraging the targeted messaging of the headlines.
Results and Impact:
The campaign delivered impressive results:
- Average CPC: 6.12 NOK
- Average CTR: 0.71%
- Average Time Spent: Over 2 minutes
- Overall Volume: The campaign generated over 35,000 clicks, showcasing its widespread impact and effectiveness.
These metrics indicate high engagement and effectiveness in conveying the educational content.
Conclusion:
The collaboration between Toshiba Varmepumper and Dentsu Norge AS resulted in a highly successful campaign. By focusing on education and leveraging strategic ad placements and bid optimization, they effectively informed the Norwegian public about the benefits and considerations of heat pump technology. The always-on nature of the campaign, combined with continuous creative updates, allowed for consistent performance improvements and ultimately led to outstanding results. This approach not only boosted brand awareness but also provided valuable insights to potential customers, ensuring they made informed decisions about their heating and cooling needs.
“Toshiba’s target group concedes of many potential buyers without any clear common indicators (everyone with a house can buy / replace). We needed to increase consideration and build preference towards what Toshiba offers. With a limited media budget and the new targeting limitations in digital media, Readpeaks smart targeting of content suited Toshiba’s challenges well. High reach and optimizing on engagement mostly people in consideration phase find relevant.”
