Case Study: Successful affiliate campaign for a car dealer in Poland

Case Study: Successful affiliate campaign for a car dealer in Poland

by | Nov 13, 2024 | Case Study

In this case study, we present the cooperation that our agency has established with one of the leading affiliate networks on the market. This partner approached us with an ambitious marketing challenge - the implementation of an affiliate campaign for one of the largest dealers of a popular car brand in Poland. The goal of this campaign was to precisely reach new customers from all over the country, potentially interested in buying a car.

Our task was not only to ensure a high number of clicks, but also to achieve a specific level of conversion in the form of leads - the requirement was 40,000 clicks and a conversion rate (CR) of 0.5%. To meet these expectations, we developed a strategy that allowed us to effectively reach the designated target group and meet the client's high requirements.

The rest of this article details our strategy, which helped us achieve the expected results, and the steps we took to maximize the potential of channels such as email marketing, display advertising and SMS marketing. Thanks to properly planned and executed activities, our campaign yielded tangible results, which resulted in continued cooperation and further development of business relations.

 

Determine the profile of the ideal customer

 

At the beginning of the campaign, it was crucial to create a detailed profile of the ideal customer in order to fine-tune the message and marketing activities. Using target audience data and client guidelines, we analyzed a wide range of demographic, economic and behavioral information. We determined that the optimal target audience for the campaign would be 30-55 year olds who live in both larger cities and suburban areas. These are people of middle or higher material status, which allows them to think about buying a new vehicle - an investment that requires a stable financial situation.

 

In addition, we have taken into account that customers in this group are often looking for solutions that make life easier, including modern technologies that improve everyday life. They are open to taking advantage of opportunities offered by advanced driver assistance systems or innovative equipment. We also analyzed their financial preferences in order to select an appropriate advertising message - a sizable portion of this group, instead of paying cash, chooses convenient credit or leasing options, which lowers the purchase threshold and makes it more accessible.

 

Taking into account current trends in the automotive market in Poland, we also took into account the growing interest in hybrid and electric cars. In this way, we responded to the growing environmental awareness, fitting into the long-term direction of the brand promoted by the dealership. In this way, the profile of the ideal customer not only increased the relevance of the campaign, but also gave it a value with which the target group could identify.

 

Campaign strategy, activities

 

The campaign was planned to maximize the potential of the three main communication channels: email marketing, display ads and SMS marketing. Each of these channels had a specific function in the strategy, allowing us to reach different segments of the target audience and increase the reach and effectiveness of the campaign.

Email marketing: In our email marketing efforts, we relied on personalization and audience segmentation, which allowed us to tailor the message to the different preferences and needs of potential customers. Before each mailing, we performed a thorough analysis of the schedule, so that our messages would reach recipients at the most appropriate time - when they were more likely to get acquainted with the offer and decide to contact us. We used dynamic content that took into account users' individual buying preferences and reminders about the benefits of financing a car purchase, among other things. Each message contained a clear call to action (CTA), redirecting recipients directly to the dealer's website, which maximized conversion. In addition to informative content, our emails also included visual elements - photos and short videos showcasing car models - to capture users' attention and build interest.

Display ads: Display ads played a key role in building campaign recognition and increasing the visibility of the dealership's offer. We focused on placing them on popular Polish portals and advertising networks that attract users looking for automotive information or thinking about replacing their vehicle. Matching graphics and advertising messages to different sub-pages and locations in the advertising network allowed for precise targeting, increasing the chances of reaching people who are realistically considering a purchase. We also created several variants of ads that naturally directed attention to key elements of the offer, such as modern technologies in the vehicles, available forms of financing and attractive terms of purchase - anything that could entice potential buyers to click on the ad.

SMS marketing: SMS marketing was an element of the campaign that allowed direct and quick contact with recipients. Our messages were short, concise and designed to convey key information, such as the latest promotions or invitations to contact a dealer representative. Each SMS contained a link that provided quick access to the dealer's website, enabling immediate action. A key element was the precision of the timing of the SMS messages, which had a significant impact on the open rate and engagement of recipients. Our analysis showed that messages sent in the afternoon and early evening hours had the highest effectiveness - at these times, recipients were more receptive to purchase-related messages and interested in special offers.

Each of the channels played a complementary role, allowing to achieve synergies in communication and ensure broad outreach to the target audience. As a result, the campaign strategy not only attracted a large number of interested users, but also effectively directed their attention to the dealer's offer, increasing the chances of conversion and final leads.

 

Campaign results

 

Thanks to the dedication of the entire team, precise planning and optimal management of the marketing budget, we were able not only to meet all the client's expectations, but also to exceed the goals, which had a direct impact on the success of the campaign. Carefully designed activities and flexibility during the project allowed us to continuously monitor progress and adjust the strategy to achieve the best possible results.

Number of clicks: We delivered the required 40,000 clicks in one month, achieving this result on schedule. Regular analysis and testing of the effectiveness of the various communication channels allowed us to optimize our efforts to maximize the number of clicks while maintaining a high quality of traffic. By carefully tailoring the content of the ads to the users' needs, the campaign attracted the right audience, increasing the chances of conversion.

Ad displays: One of the key indicators of campaign effectiveness was the number of ad impressions. Thanks to precisely planned activities and the choice of popular portals and advertising networks, we achieved a result of 5 million display ad impressions. Such an impressive number of impressions significantly increased the recognition of the campaign, allowing viewers throughout Poland to become familiar with the dealer's offer. As a result, the dealer's brand became more visible and present in the minds of customers, which created a solid foundation for long-term sales results.

Leads: The most important indicator of the campaign's success was the number of leads, which directly translated into the sales effectiveness of the marketing efforts. In the end, we acquired the required number of leads, achieving a conversion rate of 0.5%, in line with the client's expectations. Achieving this result was possible thanks to effective audience segmentation and the use of tailored marketing messages that attracted attention and generated interest in the offer. Each lead was the result of carefully planned activities, which from start to finish were aimed at achieving the campaign's sales goal.

Our campaign not only delivered measurable results, but also built lasting relationships with the audience, increasing interest in the dealer's brand and strengthening its position in the market. The successful implementation of the objectives not only met the client's expectations, but contributed to long-term cooperation, which is a great distinction and confirmation of the quality of our services.

 

Summary and effects of cooperation 

 

Our marketing efforts led to the full realization of the campaign's stated goals, which translated into clear customer satisfaction and positive sales results. The affiliate campaign we created not only helped the dealership reach a wide group of potential customers throughout Poland, but also strengthened its market position and increased brand recognition. Thanks to effective outreach to a precisely defined audience and a refined communication strategy, the client gained access to a new, valuable audience that was more likely to buy.

The high effectiveness of our activities, manifested in the realization of all the key campaign indicators, inspired enough confidence in the client that he decided to continue our cooperation. This cooperation is a great success for us and at the same time a valuable confirmation of the effectiveness of the marketing strategies we use. Our experience and flexible approach to affiliate campaign management have once again proven that we can effectively support our partners' business goals, providing them with tangible results in the form of new leads and conversions.

From our point of view, the continuation of cooperation also means the possibility of further development and optimization of the campaign, so that we can even more effectively respond to our client's needs and strengthen their relationship with the market. Thanks to the fruitful cooperation with the car dealer, our agency has enriched its experience with another successful campaign, which confirms that a well-chosen strategy and excellent execution are the key to success in affiliate marketing.

Nationwide reach and high conversion - Case Study of a campaign for a leading real estate developer

Nationwide reach and high conversion - Case Study of a campaign for a leading real estate developer

by | Nov 6, 2024 | Case Study

Our agency was approached by an affiliate network that represented one of the largest developers in Poland. Their goal was to reach new customers throughout the country - people looking for apartments and those interested in investing in real estate. It was crucial for the developer to obtain not only a sufficient number of clicks, but most importantly valuable leads that could translate into real interest in the offer and potential sales. The campaign included an ambitious goal of acquiring 25,000 clicks to generate the required conversion rate of 0.7%. The challenge required a precise and thoughtful approach to the entire process, so the team undertook the task with full commitment. Executing such an extensive campaign on a nationwide scale, while meeting the client's expectations, required us to have an in-depth understanding of the real estate market and tailor a strategy that would allow us to effectively reach a precisely defined audience.

 

Profile of the ideal customer 

 

In order to effectively reach those most interested in the developer's offer, we began by creating a detailed profile of the ideal recipient. Based on an analysis of the real estate market and the characteristics of the products offered by our client, we defined a target group that best matched the goals of the campaign and could realistically translate into the generation of valuable leads.

Our key audiences were people between the ages of 25 and 45, who are most likely to be starting out in the real estate business or considering investing in an apartment. We mainly targeted residents of large and medium-sized cities, which are experiencing a steady increase in demand for new units, but we did not forget about suburban areas and more developed villages, where demand for real estate is also growing. We paid attention to economically active people with stable incomes who have an adequate budget or qualify for a mortgage. The financial profile of our potential customers took into account both those with higher incomes, looking for higher-standard housing, and those looking for starter homes at attractive prices.

The ideal recipients of the campaign are not only those planning to buy property for personal use, but also those interested in investment opportunities. We determined that many of the potential customers were those following the real estate market in search of profitable investments, especially in cities with dynamic infrastructure development. The profile also included an interest in additional financing options - including preferential mortgage terms, which are often an important consideration in the decision to purchase real estate.

Specifying the profile of the ideal audience allowed us not only to effectively select marketing content, but also to precisely choose the communication channels that most closely matched the preferences of this target group. As a result, we were able to accurately target the campaign to people with the highest purchasing potential, which greatly influenced the effectiveness of the entire project.

 

Strategy for marketing activities

 

In order to maximize the potential of the campaign and reach a wide range of people interested in buying a property, we developed an integrated marketing strategy, combining email marketing, display ads and SMS marketing. Each of these channels had a specific role, tailored to the stage of the purchase path and the characteristics of the audience, in order to achieve high effectiveness and the desired conversion rate.

 

E-mail marketing

 

The first step was to prepare personalized e-mails addressed to people potentially interested in the developer's offer. Each e-mail was designed to be visually appealing, with attention to detail and an intuitive layout of information. In the communications, we included the main assets of the apartments offered by the client, including their location, amenities and access to infrastructure. In addition, the e-mails included educational elements, such as guides to financing the purchase of real estate and advice on how to buy an apartment for the first time, which built trust and engagement with the recipients. Through this form of communication, we significantly increased awareness of the offer, and generated valuable clicks, which were the first step to establishing a relationship with a potential customer.

 

Display ads

 

Display ads played a key role in building recognition and generating interest in the housing offerings. These ads were displayed on sites visited by people meeting the profile of the ideal customer, which allowed us to precisely reach the audience on a large scale. We used attractive graphics and slogans emphasizing the unique advantages of the investment, including the location of the apartments in rapidly developing neighborhoods, the availability of green areas and the high standard of finish. Thanks to effective targeting, we were able to achieve a number of impressions of 1.2 million, which significantly increased the visibility of the campaign nationwide and attracted the attention of customers at various stages of their purchase decision.

 

SMS marketing 

 

SMS marketing was the third pillar of our strategy, designed to keep people engaged who had expressed interest in the offer but had not yet decided to contact the developer. Each SMS message was concise and contained a clear call-to-action, such as "Check out available apartments in your location!" or "Don't miss out on an exceptional offer on new apartments!". SMS messaging worked well as an effective channel to remind people about the offer and encourage them to take the next steps. We were able to increase interaction and engagement with users who had already shown initial interest, contributing to the required number of leads.

An integrated strategy of marketing activities allowed us to precisely target audiences with high purchase potential and effectively use each communication channel to maximize the chances of generating valuable leads and meeting campaign goals.

 

Effects of the campaign

 

In just one month, we were able to meet all campaign objectives, achieving the required 25,000 clicks and exceeding the expected conversion rate. Thanks to precise targeting and an integrated strategy, instead of the planned 0.7%, we managed to achieve a conversion rate of 0.75%, which translated into an impressive 188 leads. Each lead represented a real opportunity to acquire a new customer, so we built a strong foundation for further cooperation. The client was particularly pleased with the quality of the leads and the smooth running of the campaign, which allowed him not only to reach new audiences, but also to strengthen the recognition of his real estate development brand on the national market.

In addition, thanks to the increased number of ad impressions and precise targeting, the campaign also brought significant benefits in the form of increased brand awareness. Recognition of the developer increased not only among the campaign's direct audience, but also among a wider group of people who may have encountered the brand's message at various stages of the purchase path. The campaign not only achieved the intended quantitative and qualitative goals, but also laid a solid foundation for future activities, which resulted in the client's announcement of continued cooperation.

Summary and future plans 

 

The effective implementation of the campaign and the achievement of all qualitative and quantitative objectives allowed our client not only to reach a new group of potential buyers, but also to increase the recognition of its brand in the real estate market. Exceeding the expected conversion rate and delivering high-quality leads convinced the client of the effectiveness of our strategy and professional approach to project implementation. As a result, our cooperation has gained a solid foundation for further development, and the client has expressed his satisfaction, announcing his desire to continue working on future projects.

Planned future activities include an even more integrated approach and the use of additional marketing channels that can increase the reach and effectiveness of campaigns. We are also analyzing the possibility of implementing more advanced targeting methods, such as dynamic personalized ads and social media remarketing, to reach the target audience even more accurately and increase conversion rates. Future campaigns could also take into account the seasonality of the real estate market, allowing communications to be precisely tailored to the needs and preferences of the audience at any given time.

The long-term plan is to develop strategic cooperation with the client, supporting him not only in acquiring new leads, but also in building a positive brand image and loyalty among potential buyers. The success of the campaign and openness to cooperation on future projects is a clear signal to us that our approach brings tangible benefits and meets the high expectations of the market.

 

Marketing campaign success: 500 leads for a photovoltaic company

Marketing campaign success: 500 leads for a photovoltaic company

by | Aug 28, 2024 | Case Study

Our team was recently approached by a client running a rapidly growing company specializing in photovoltaic installations and heat pumps. His company operates throughout Poland, providing modern, ecological solutions that are increasingly popular among Poles looking for alternative sources of energy. The client faced the challenge of effectively reaching new customers who would be interested in investing in technologies that reduce energy consumption and lower building operating costs. Its goal was not only to increase brand awareness, but most importantly to acquire valuable leads - people who were genuinely interested in the offer, and who could turn into long-term customers.

Keeping in mind the ambitious goals of the client and the specifics of the market, we took on the challenge by developing a comprehensive marketing strategy that aimed to maximize the effectiveness of the activities and achieve the desired results. In the rest of this article, we will discuss in detail the steps we took and the results we achieved, which confirm that a properly chosen marketing strategy can bring spectacular results.

Determine the profile of the ideal customer

 

The first step in the implementation of our project was to precisely define the profile of the ideal customer, which was the foundation for further marketing activities. Understanding who the potential customers of the products and services offered by our client are was crucial to the success of the campaign. Together with the client, we conducted a detailed analysis of the market and its existing customers, which allowed us to identify several key segments that had the greatest potential to benefit from the offer.

 

Single-family homeowners

 

The most important target group was owners of single-family houses. These are the people who are most often looking for ways to reduce costs related to heating and electricity consumption. Photovoltaics and heat pumps are the ideal solution for them, enabling them to significantly reduce their electricity and heating bills, as well as to become independent of rising energy prices. Single-family homeowners often think about long-term savings and investments, which makes them excellent candidates to take advantage of our client's offer.

 

Environmentally conscious people

 

Another important segment was customers for whom it is important to take care of the environment. This group of people pays special attention to the green aspects of energy use and seeks solutions that reduce their carbon footprint. Photovoltaics and heat pumps are technologies that fit perfectly into the philosophy of sustainable development, so environmentally conscious people were a natural target for our marketing efforts. These individuals are often willing to invest more in green solutions, knowing that their choice has a positive impact on the environment.

 

Investors in real estate

 

The third target group was real estate investors who are interested in increasing the value of their properties. Installing modern energy systems, such as photovoltaics or heat pumps, can significantly increase the market value of properties, as well as make them more attractive to potential buyers. It is crucial for investors to secure the highest possible return on investment, and the use of innovative energy technologies is one way to achieve this goal.

 

Locations with high energy costs

 

Last but not least, the segment was regions in Poland where energy costs are relatively high. In such places, residents are more motivated to seek alternative sources of energy to reduce their monthly bills. For these people, photovoltaics and heat pumps represent a real opportunity to reduce household costs. Our marketing strategy was particularly focused on reaching residents in those regions where the benefits of photovoltaic and heat pump installations are most pronounced.

 

Summary

 

By precisely defining our ideal customer, we were able to effectively tailor our marketing efforts to the specifics of each market segment. By understanding the needs and motivations of our potential audience, we were able to create a campaign that was both effective and well-tailored to customer expectations. In the subsequent stages of the project, it was this detailed knowledge of the target audience that allowed us to achieve significant results, as we will discuss later in the case study.

 

Order execution

 

After defining the target audience and thoroughly understanding the needs of potential customers, we decided to implement an integrated marketing campaign. The goal was to reach the widest possible audience of people who might be interested in our client's offerings, and to generate valuable leads that had a high probability of turning into actual orders.

Our campaign began with the preparation of a series of personalized e-mails. We focused on single-family homeowners and real estate investors, using databases that met strict criteria. Each e-mail was carefully crafted in terms of content and visual appeal to effectively communicate the benefits of installing photovoltaics and heat pumps. We made sure that the e-mails were tailored to the recipient - they included not only general information about the technology, but also specific promotional offers that could encourage direct contact. Personalizing the messages helped build a sense that the offer was aimed directly at the recipient, which increased the effectiveness of the campaign.

At the same time, we launched an SMS campaign to quickly and effectively reach the people in our database. We created short but succinct messages that aimed to interest recipients and encourage them to take immediate action. Each SMS contained a simple call-to-action, such as an invitation to visit the client's website or contact them directly by phone. Thanks to the concise form of the messages, we could count on a high open rate and a quick response from recipients.

A key element of our strategy, however, was the use of a call center, which acted as a bridge connecting email and SMS activities with real customer interest. Our call center team made contact with people who had previously responded to email and SMS campaigns, and then verified their interest in the offer. Through direct conversation, we were able not only to confirm their willingness to contact a company representative, but also to better understand customers' needs and expectations. This approach allowed us to generate leads that were already pre-interested in the offer and ready for further conversation with the customer. Every lead we passed on was warm - this meant that the recipient had not only heard about the offer, but actively expressed a desire to learn more about it, which greatly increased the chance of closing the sale.

Thanks to the synergy of e-mail, SMS and call center activities, the marketing campaign was not only effective, but also precisely tailored to the specifics of the market and the needs of the target customers. This integrated approach resulted in high-quality leads, which had a direct impact on our client's satisfaction and the success of the entire project.

 

Results

 

In just one month of campaign implementation, we were able to achieve impressive results that not only met, but actually exceeded our client's expectations. The result of our activities was the generation of as many as 500 valuable leads - each of these people is a potential customer who expressed interest in the offer and was ready for further contact. A key element of success was the precise verification of each lead by our call center. A team of specialists not only contacted the recipients, but also conducted detailed conversations during which they confirmed real interest in photovoltaics and heat pumps. As a result, the client received only warm leads, which significantly increased the chance of converting them into actual customers.

Our marketing strategy has brought tangible benefits to the client on several key fronts:

  1. 500 valuable leads: Each of the leads generated was the result of carefully planned and executed marketing activities. Thanks to precise market segmentation and a personalized approach, we were able to reach people who were actually looking for solutions offered by our client. This meant that the client didn't have to waste time contacting random people - instead, it was able to focus on serving real interested potential customers, which significantly increased the effectiveness of its sales efforts.
  2. Increased brand awareness: The campaign not only delivered leads, but also significantly contributed to brand awareness throughout Poland. Through integrated communications, we reached homeowners and investors in various regions of the country, building our client's image as an expert in photovoltaics and heat pumps. In the long term, the increased brand recognition was conducive to attracting more customers, even beyond the direct results of the campaign.
  3. Customer satisfaction: The results of the campaign exceeded the expectations of our client, who expressed full satisfaction with the results achieved. This was especially true given the ambitious goals we set for ourselves at the beginning of our cooperation. Generating 500 leads in such a short period of time showed that our marketing strategy was not only effective, but also well adapted to the specifics of the market and the needs of our target customers. The client not only increased its sales opportunities, but also gained trust and a positive image in the eyes of its target group.

In summary, thanks to the integrated marketing campaign, we were able not only to generate a large number of valuable leads, but also to significantly strengthen our client's market position. The results achieved are proof that properly planned and executed activities can bring tangible business benefits in a short period of time.