DE | EN
Made in the Shade
a multi-platform online marketing strategy for a premium awning maker.
Client
Markilux
Branch
Other
What
Online Marketing
Summary
The markilux company has a well established traditional promotion engine in place. By integrating an online marketing strategy, they were able to reach new audiences and more accurately measure of the effectiveness of their promotion efforts.
Online media could access audiences that their traditional promotion had not been reaching.
markilux is one of the biggest producers of awnings in Germany and has a worldwide distribution network. They asked us to develop on online marketing strategy to enhance their already strong offline advertising efforts. We began with a two-day workshop to define their brand strengths and the needs of their existing and potential customers. The use of online media could access audiences that their traditional promotion had not been reaching.
We developed four audience types and developed story streaming content for each. Facebook, Instagram, Google AdWords and Native were chosen as first platforms. A blog was also created specifically for the campaign. Articles on relevant topics would then be promoted through the advertising channels. People who read the articles were retargeted with ads to similar articles and also with direct call-to-action ads that linked to a landing page where the user could register for a consultation.
Themes included terrace decorating tips, outdoor party planning but also focused on the technical and design features of the markilux brand. The campaign generated both direct leads as well as awareness among an entirely new target audience.