Electrolux is an international brand of home appliances and the second largest producer of kitchen appliances in the world.
Industry: Electric appliances
Countries Lithuania, Latvia, Estonia
Website: Electrolux.lv , Electrolux.lt, Electrolux.ee
COMPANY DESCRIPTION
Solutions used::
Latvia
- Inbox.lv;
- AdQuota;
- Tvnet.lv;
- Delfi.lv;
- Jauns.lv;
- Google Display & Display Video 360;
- Google search & Search 360;
- Instagram ads;
- Facebook Ads & social media communication;
- AdForm impression remarketing.
Lithuania
- Delfi.lt;
- AdQuota;
- 15min.lt;
- Google Display & Display Video 360;
- Google search & Search 360;
- Instagram ads;
- Facebook Ads & social media communication;
- AdForm impression remarketing.
Estonia
- Delfi.ee;
- AdQuota;
- Ohtuleht.ee;
- Postimees.ee;
- Google Display & Display Video 360;
- Google search & Search 360;
- Instagram ads;
- Facebook Ads & social media communication;
- AdForm impression remarketing.
THE CHALLENGE
The brand has never used online advertising and has just begun to develop these systems on the global scale. The carefully tailored basic principles of the brand have not, however, been tested through online advertising experiences, especially in the Baltics where the market trends and user behavior differ from those in Germany and Poland, for example. The challenge was to create a pan-Baltic digital advertising plan to promote the new intuitive Electrolux kitchen appliances according to the global brand book and gain the set goal for reach, impressions and engagement rates. An additional challenge was to promote sales in the real-life stores using only digital tools without any support from OOH, TV or radio.
THE SOLUTION
The period of the digital campaign was set for four weeks – from the second week of June to the second week of July, taking a pause during the Midsummer festival days when the users are more concentrated on the celebration rather than making serious decisions. The main goal was to raise the awareness of the latest product line. The campaign was focussed on showing 2-level messages to the target audience – the main message of the campaign was followed by more specific messages on certain categories. We used broadly covering, yet discreet solutions and elements that promote engagement and the time spent with the campaign message.
- We placed ads on the largest, most respected and trusted online portals in the Baltics using their largest and most visible advertising spots (Gigabanner, Background banner, Siteheader). Additionally we limited the ad display frequency on those portals. We chose those ad placements on the Baltic portals that would provide the maximum awareness and limit the resistance, therefore we did not use such obtrusive placements as the Full-Screen View solution.
- We used AdQuota rich media solutions in all countries’ main portals in order to promote the users to spend more time with the campaign’s main message as well as to improve the engagement frequency.
- We also used programmatic Google Display & Display Video 360 ads to address the target audience with more precise targeting methods. Metrics on ad views used for data analysis and remarketing were collected on the AdForm platform using the Display Video 360 solution.
- During the campaign, we carried out 2 Inbox.lv emailing campaigns. After receiving the emails, the users were shown a repeated central ad banner for 3 days in a row.
- The media campaign was accompanied by the impression remarketing that showed additional ads to those who had already seen any of the solutions on media portals. The solution was used to boost and back up the category-level messages. These impression-based remarketing ads were placed on AdForm and Display Video 360 programmatic networks.
- During the campaign, we used Facebook and Instagram ads for selected audiences – entirely new audience that was addressed with the main message, as well as retargeted audiences that were addressed with the category messages and specific product communication.
- n order to boost the media campaign and results during the course of the whole campaign, we also used Google Search ads that responded to searches for the brand and specific model names.
DEFINITIONS OF THE USED METRICS
- Reach – unique reached audience;
- Impression jeb impresija – how many times the ad was shown to the users;
- CPM – cost per mille: cost paid to show 1000 impressions;
- CTR –CTR – click-through rate: percentage of engaged users – people who saw an ad banner and clicked on it without hesitation, as well as people who saw the banner but visited the website later through another channel (specified in the text);
- Conversion rate –
- Conversion –
RICH MEDIA SOLUTION – EXCELLENT WAY TO LAUNCH CAMPAIGN AND GAIN HIGH ENGAGEMENT!
In order to boost awareness, engagement with advertising materials and website conversion rate, over the first two weeks of the campaign we used the ad channel AdQuota’s rich media solution 3D Cube. This solution was used because it brings outstanding engagement and time spent results also to brands that have not placed ads on the digital environment before. We selected portals that fit Electrolux brand’s audience. Further results show differences from country to country; however, the target metrics were reached in all countries – the average time spent with the solution was at least 10 seconds, in addition, we reached a 25% engagement from the total reached audience. Out of all used solutions, AdQuota reached the longest quality time spent with the branded content.
Just like with other 3D Cube solutions, it was once again proven that people most often notice the right side of the cube first, only then – the left side, in addition, engagement rates exceeded the solution’s averages.
Metric
Lithuania
Latvia
Estonia
Average time spent with solution, sec.
16,10
12,70
15,10
On the right side
16,98%
14,66%
18,37%
On the left side
11,65%
11,30%
13,23%
Total engagement
28,87%
26,32%
31,77%
INBOX.LV – REPEATED EMAILING FULFILLS GOALS AT 250%
was used at the very beginning of the campaign and then one week later in order to reach the maximum awareness at the starting point by segmenting according to age and sex – women aged 30-55. This ad placement tends to provide good results for approximately one week, because not all users check their email inboxes every day. Average CTR of opened emails was 12.81%, which is a completely satisfying result for this placement.
We observed that the first email showed a higher opening rate peaking especially on Monday, although the emails were sent on Saturday. Although the second email received a lower number of clicks to the website, conversion rate to the defined target action on the website increased from 13.75% to 32.43%. This proves that although the same audience had received the same message already a week ago, both the repeated email and supporting campaign had raised an interest in the product line and people wanted to view the products on the website more actively. Furthermore, the bounce rate of the Inbox.lv solution was only 25% – a characteristic to a successfully targeted audience and interest.
In addition to the email banners, three days after each paid email, users saw the central reminder banner after they sent out an email.
TVNET.LV PAGEBREAK SOLUTION – HIGH QUALITY WEBSITE TRAFFIC!
We used the Pagebreak solution on the portal Tvnet that is shown among the pieces of information – first page, articles and galleries. We used it because the user sees the Pagebreak solution while reading the content or browsing the headlines. If several advertising spots are visible within one page, it will not go unnoticed. Although the number of direct clicks was a little below than what was expected and CTR was 0.37%, the conversion rate related to the defined target actions was 21.20%.
JAUNS.LV – MOST SUITABLE AUDIENCE
According to Gemius data, form all of the largest portals, Jauns.lv was the most appropriate for reaching our target audience. We placed the background banner that frames all content and remains visible at the sides when scrolling down. It is visible all the time and catches the attention. Since the middle part of the banner is no longer visible when scrolling down, it is important to display the logo and the campaign message at the sides. Since it was positioned as an awareness campaign, the visual was created to show off Electrolux products within the kitchen environment: logo on the left, the main message on the right. Comparing the results during the campaign and after, out of all Latvian news portals, Jauns.lv brought one of the highest CTR engagements while keeping the lowest conversion rate – 5.14% including those who saw the solution but made the conversion from a different channel.
DELFI.LV – 3X BETTER ENGAGEMENT ON PAGE FROM LATVIAN SPEAKING AUDIENCE!
To strengthen brand value, we used Delfi, the most popular news portal in Latvia, where we used the Background and top Giga banners that were placed next to the latest and most popular news – right at the center of attention while the first page’s content is loading. To reach an additional target audience, we used also the Tower and Square banners in the food section targeting both Latvian- and Russian-speaking audiences. The Latvian speaking audience reached 3 times higher website conversion rate on the target actions than the Russian speaking audience.
ESTONIA, HIGHEST ENGAGEMENT FROM DELFI.EE SITEHEADER, REACHES 1.05% AT THE END OF CAMPAIGN
In Estonia we focussed on the three largest portals that allowed us to better control the total campaign reach – Delfi, Ohtuleht and Postimees.
On Ohtuleht and Delfi we used the Siteheader solution that takes up almost half of the desktop screen; however, when scrolling down, it becomes smaller in the vertical and keeps showing on the screen until closed. Comparing the results of the two portals, Delfi reached a high CTR – 0.98%, Ohtuleht – 0.56%.
An interesting observation related to the solution on Delfi: the interest in the Siteheader increased with each day – CTR grew from 0.84% to 1.05%. This situation – when the engagement with a solution increases over the course of the campaign – usually emerges when the amount of frequency and impressions are decreased as well as when people are already well familiar with the campaign message and become interested in the product or service.
ESTONIA, LOW ENGAGEMENT ON POSTIMEES, ADQUOTA INFLUENCES 20.5% OF ALL CONVERSIONS.
On the portal Postimees, we used the Pagebreak solution that showed a very low engagement rate compared to the Latvian Tvnet.lv solution – the average campaign CTR was 0.14% and the return on website goals was weak. Therefore during the second phase of the campaign, the ad volume was decreased on this portal. It was concluded that it is a specific characteristic of this portal, because AdQuota 3D Cube solution on mobile reached 0.13% CTR despite the fact that in Estonia the AdQuota solution was seen by 20.5% of all users who made a conversion on the website. This result was too low and provided a weak return, and during the next campaign this portal will not be used either for desktop or mobile or AdQuota network.
LITHUANIA, DURING 15MIN.LT PAGEBREAK CAMPAIGN CTR REACHES 1.22% AND ACHIEVES GOALS
We used the largest ad placements to reach our target audiences also on the top Lithuanian news portals – Background banner on Delfi.lt, Pagebreak on 15min.lt, as well as an amplified AdQuota part.
On the news portal 15min.lt, the Pagebreak solution was used exactly the same way as in Latvia and Estonia – paid article between news headlines, article content, gallery images. The solution on this portal is larger in size and intervenes in the content more than the same solution on Latvian Tvnet. However, looking at the results we can see that 15min.lt has shown a higher number of clicks with the CTR of 0.78% – twice as high than the results of Tvnet Pagebreak. In addition, this solution promoted 8.51% of all attracted audience to make the target action. It is important to mention that this placement reached a higher interest with each day, gradually increasing from 0.36% to 1.22% over the first week and from 0.59% to 1.14% over the second week.
An interesting observation related to the solution on Delfi: the interest in the Siteheader increased with each day – CTR grew from 0.84% to 1.05%. This situation – when the engagement with a solution increases over the course of the campaign – usually emerges when the amount of frequency and impressions are decreased as well as when people are already well familiar with the campaign message and become interested in the product or service.
DELFI.LV BACKGROUND AD MORE SUCCESSFUL IN ENGAGEMENT THAN THAT OF LITHUANIAN DELFI.LT SOLUTION
We used the Background ad field on Lithuanian Delfi, but it is displayed in a different way than on other portals – it does not consist of a top image that loses its middle and keeps showing the sides when scrolling down, rather from a top banner that is connected to the right hand side banner. This unusual solution provided for a low result that is not usually typical for Background – CTR 0.39%; in comparison, Latvian campaign’s Background solutions reached the average CTR of 1.06% with Delfi Latvian and Russian speaking audiences, and 0.54% on Jauns.lv.
SOCIAL MEDIA ADS
To communicate the latest Electrolux product line on social media, we used:
- Carousel solution that included the campaign’s main message and product categories in the further slides;
- Tips on how to choose the most suitable product from the category;
- Communication on product features.
Due to the successfully targeted audience, CPM (cost per 1,000 ad expositions) varied from 0.63€ and 1.27€ in all Baltic countries. The highest engagement from ad solutions was reached in Estonia where Instagram users were highly engaged showing a 0.57% CTR visits to the website.
As it is usually observed in the Baltics – the cheapest engagement, traffic and cost per conversion was reached in Estonia; the most expensive price per engagement and conversion in the Baltics was observed in Lithuania. These differences are mainly related to the number of inhabitants and companies in each country using digital ads to attract attention to an offer.
PROGRAMMATIC ADS
With Google Display and Display Video 360 solutions we addressed the audience that had already showed interest in the product categories or competitor brands, and matched the general demographic target profile. For programmatic ads we prioritized the audiences that showed the best return over the course of the campaign, and – just like with media and social media ads – at first we promoted the campaign’s main message and only then specific product category messages.
In general, reviewing both the direct and indirect data on conversions, programmatic ads combined with impression remarketing on Display Video 360 and AdForm played a leading role in promoting the acquired audience that was gathered during the campaign to make the target action. These ads were encountered by:
- 39.2% of those who made conversions in Latvia;
- 65% of those who made conversions in Lithuania;
- 35.7% of those who made conversions in Estonia.
INTUIT CAMPAIGN RESULTS
- The number of new users grew by 314% over the course of the campaign in all Baltic countries.
- Comparing the week before the campaign and after, the number of visits from the direct channel and Google organic search grew by approximately 20% in all Baltic countries; however, the number of new visitors increased by 25%, the increase reaches up to 40% in the target categories.
- 1.81% of all unique users reached with the ad solutions in all countries made the target conversion on the website during the campaign.
- Increased demand for products in stores.
