INEVO
Increasing brand awareness through targeted B2B targeting & conversion uplift
Challenge
INEVO AG is a Swiss specialist in functional interior design in the commercial sector and implements sophisticated interior design projects with a focus on floor coverings, curtain systems, wall equipment as well as furniture and design. The campaign was aimed exclusively at B2B decision makers and aimed at generating leads and building brand awareness among new customers.
Solution
The three-part display campaign ensured sustainable branding over a longer period of time. The focus was on precise target group selection. Instead of broad targeting, the approach was limited to German-speaking Switzerland excluding Valais and the age group 35 to 64 years in order to exclude both junior and already retired people. Google data was strategically enriched by XING segments such as C-level, business decision makers and people related to the construction industry in order to reach the relevant B2B target group via display ads and to minimize wastage. Success was analyzed and optimized using key KPIs such as CTR, conversions, CR and CPM.
Outcome
The campaign achieved strong reach (measured in terms of impressions) with a CTR of 0.6% *, which shows strong user engagement. The viewability rose to over 80% in the last flight across all three flights and underlines the high visibility of the ads. At the same time, conversions increased significantly — around 3.6 times as many in the third flight as in the first. Through continuous optimization, the target group could be addressed more and more specifically. Recorded conversions included qualitative interactions such as longer stay time, scroll depth, button clicks, and contacts.
* Average CTR over the last campaign flight.
