TASK

Digital B2B campaign for ecological cleaning

DR.SCHNELL is sustainable and has been for many years. But online, DR.SCHNELL lacks both visibility and experience in reaching the B2B target group. For this reason, a digital full-funnel B2B campaign was created to raise awareness of the company as a sustainability pioneer, especially among professional users.

SOLUTION

Targeted B2B approach at every stage

In several campaign phases, we first strengthen the awareness and visibility of DR.SCHNELL as a sustainable provider and gradually learn how to best reach the top target group with specific targeting & insights from the industry.

 

Creatives and media playout are analysed and optimised after each phase.

 

The overarching campaign theme of "Home" symbolises DR.SCHNELL's energy and ensures recognition throughout the various phases. We also use a whitepaper download to generate leads and visibility for our message.

RESULT

Sustainable B2B success

• With 61,000 clicks, we were able to get our message across to a large proportion of the B2B target group.
• By continually optimising the media and creation in interaction, the target audience was reached more effectively as the campaign progressed.
• The optimisations are taking effect: Reduced CPC by 20%, increased CTR by 35%, increased whitepaper downloads by 64% on LinkedIn, the focus lead channel.

• 0.77% conversion rate in lead phase.

• Further content is an important means of retaining the B2B target group as leads. Over 90% of leads were generated from the whitepaper.

 

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