A digital campaign success by Toshiba and Dentsu Norge
Educating Norwegians on heat pump technology
Introduction
Toshiba, a leader in heat pump technology, has teamed up with Dentsu Norge AS to launch a targeted educational campaign aimed at educating Norwegians on the benefits of heat pump technology. The campaign was designed to cater specifically to the needs and concerns of the Norwegian audience, focusing on energy-efficient solutions that are perfect for the region’s diverse and challenging climates. As energy efficiency becomes more critical in Norway, this campaign sought to provide practical, straightforward information to help homeowners make informed decisions about using heat pumps for heating and cooling.
With engaging content addressing common questions, from cost-efficiency to performance in harsh weather conditions, the campaign aimed to boost awareness and build preference for Toshiba’s innovative solutions. The always-on, data-driven approach ensured continuous optimization, driving significant engagement.
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. The targeted educational campaign utilized a data-driven approach.
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 to be delivered through the targeted educational campaign.
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 skilfully optimized bids to ensure cost-efficiency and reach.
- Wide site list: A broad range of websites was included in the campaign to maximise visibility and engagement, leveraging the targeted messaging of the headlines.
Results and impact
The targeted educational 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 of the targeted educational campaign.
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 targeted educational 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.”
