WebTalk - Agricultural / Industrial / Building
Company: WebTalk, Warsaw, Poland
Company Description: WebTalk is a Social Media agency based in Warsaw , Poland that offers complex and coherent communication strategies that aim at multi-channel consumer reach. Our offer includes social media, buzz marketingu, graphic design and app development .
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Agricultural / Industrial / Building
Nomination Title: Ruukki Polska - “My Little Scandinavia” (Moja mala Skandynawia) - Roofing products brand awareness campaign
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. TEXT REDACTED FOR PUBLICATION
Ruukki Polska has been present on the Polish market of residential roofing since 1994. Since then the company has made constant efforts to promote its Scandinavian roots, as products of Scandinavian origin are particularly valued in Poland for their high quality.
Campaign aimed at:
• Highlighting the Scandinavian origin of the brand among potential clients planning to buy or renovate roofs in the foreseeable future
• Teaching our target group the brand’s core values
• Consumers aged 25 – 65 planning to buy or renovate roofs within 12 months
Strategy & Activities
To create a deeper bond between the brand and the target audience, we filmed a short ad for digital and traditional TV purposes, set up a landing page and fashioned a variety of video-based ad formats for social media and Google.
The movie was vital to the success of the campaign, since instead of advertising the product – that is roofs and accessories – we wanted to advertise values associated with the product. We decided to tell the story of a traveler striding across vast landscapes on his way home to his beloved wife. The story was meant to convey a deeper meaning – however tumultuous life may be, home is always about safety, trust and warmth. In other words – everything Ruukki’s product gives you.
The story was tailored into a short movie intended for a digital campaign. The entirety of the campaign stretched over the span of 3 months. Advertising activities were based on precise targeting of behaviors and interests of our intended digital audiences on Facebook, Instagram, YouTube and Google.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-Film views 599,073 (KPI exceeded by 335.9%)
-Average CTR 14.762% (KPI exceeded by 753.1%)
-Average CPV USD 0.07
-217.6% increase in engagement on brand’s FB profile
-Gathered a precise remarketing group of 115,800 unique Facebook users