Our work to promote ALU+ with trade and retail customers has been supported by wide-ranging marketing campaigns over recent months.
We ran a multi-channel digital ALU+ campaign from mid-September into October, targeting architecture and design and consumer audiences.
Digital Marketing Specialist Shardee Manzouri said: “We invested in two types of Google advertising, both working together to target people at different stages of their journey.
“Google Demand Gen uses more visual content and video to build awareness and inspiration, whereas Google Performance Max is optimised to drive clicks and conversions to target people already searching for a shower product with intent to buy or find out more.”
Combined, they generated 5.2 million impressions (times the advert was seen) and 112,000 clicks through to the ALU+ landing page, where visitors can find more information, download a brochure, start a project on the configurator and click the “where to buy” to find their nearest retailer and e-tailer.
Instagram Campaign
The ALU+ Instagram campaign reached 390,000 people with ads being shown over 1.2 million times in both people’s feeds and stories.
This resulted in 9,649 clicks to either the landing page or Ideal Standard Instagram account.
The social media team informed us that the traffic to the group Instagram page had increased by 262% and increased the account following by 420.
Pinterest Campaign
The ALU+ Pinterest campaign aimed to target people actively looking for shower inspiration and products.
The ads were shown 514,172 times, resulting in 6,191 pin clicks. This 1.2% click-through rate was the highest of the six campaigns we were running on Pinterest, which means that the imagery was particularly appealing to the audience in relation to the other and competitor pins shown alongside it.
Read about how ALU+ displays are generating consumer purchases via the link below.