This case study highlights the strategic expansion of an innovative B2C technology service, encompassing comprehensive marketing strategies, in-depth market research, and a carefully planned multi-country content and advertising campaign.
Background
Tasked with entering a competitive market and adhering to strict advertising laws, the brand embarked on a long-term expansion strategy. Our objective was to thoroughly understand consumer demographics and trends to develop a marketing strategy that met regulatory standards while appealing to a diverse audience.
Method
Key components of the expansion strategy included:
- Tailored Content Plan: Creating a multi-country content plan and a WordPress multi-site for targeted communication.
- Rebranding Initiative: Employing a distinctive asset grid to refine the brand’s identity, removing non-unique elements, and launching a new ad campaign to attract a broader audience.
- Advertising Campaign: Using platforms like Meta, YouTube, LinkedIn, and X for video ads aimed at building mental availability, supplemented by search and app download ads to consistently attract new buyers.
- Robust Support Services: Incorporating HubSpot for enhanced chat support and ticketing.
- Customer Research Survey: Utilizing the Best Worst method for comprehensive buyer insights, informing marketing messaging and product development.
- Social Media Giveaway: Implementing a competition to boost survey participation, enhancing engagement and data quality.
- Conversion Analysis: Post-launch, analysing checkout and sales journeys to identify and rectify inefficiencies based on Hotjar data, thereby improving the customer conversion rate.
Results
This strategic marketing venture led to results that surpassed forecasts for the new brand. The rebranding, combined with focused advertising and robust support services, firmly established the brand in a competitive marketplace. Insights from the customer research survey directly influenced marketing and product improvements, while the conversion analysis significantly enhanced the checkout process and overall buyer conversion rates.
