Task
DR.SCHNELL is sustainable and has been for many years. But online DR.SCHNELL lacks visibility as well as experience in reaching the B2B target group. Therefore, the awareness as a sustainability pioneer should be increased, especially among professional users.
Solution
In 3 campaign phases, we gradually learn how best to reach the top target group and create a common campaign motif with high recognition value with the “homeland”.
In the first flight, we first strengthen awareness and visibility for DR.SCHNELL as a sustainable provider of hygiene solutions. Then we address the target group with specific targeting & insights from the industry.
On the campaign landing page, we summarize DR.SCHNELL’s offering and use a whitepaper download to convert traffic into leads.
Result
- It is possible to reach the B2B target group with more specific targeting. In order to minimize high prices per contact, media and creation must be optimized in close interaction.
- It is important to set a clear expectation in ad media to keep the cost per click low.
- The purchase decision takes longer in the B2B sector. Further content like whitepapers are a good chance to bind the target group as a lead.
Working with netzeffekt was a real pleasure. Creative ideas paired with outstanding media know-how resulted in a perfect solution for us. The hard-to-reach target group was specifically addressed, which caused a stir in the industry. In addition, the friendly and cooperative advice and collaboration with netzeffekt meant that it was always possible to react positively even to last-minute changes.
Kai Brunner, Head of Marketing and Communication / DR.SCHNELL
