Glow-Worm (retail)

Background:

Glow-worm, part of the Vaillant Group, is one of the UK’s leading manufacturers of heating appliances.  Dig For Fire & Cheeze was appointed in 2007 following a three way pitch to deliver a campaign to build consumer brand awareness and ultimately drive sales during an important time of year for the heating sector.  The pitch recommended an online strategy to convert awareness into direct sales, complementing the client’s original brief which considered mainly offline media.

Deliverables:

•    Search Marketing across Google, Yahoo and MSN
•    Bidding strategies for over 2,000 keywords
•    Digital Display campaign targeting:

    DIY Enthusiasts
    Environmentally aware individuals
    Life stage targeting (moving house, new baby, etc)

•    Detailed data analysis.
•    Predictive campaign modeling based on occupational targeting and demographic profiles.
•    Result collation and presentation
•    Creative optimisation
•    Campaign optimisation

Results:

The industry’s first boiler calculator, which features on the new website www.glow-wormheating.co.uk, has achieved over 75,000 completions, smashing the original target of 7,200. The tremendous results have persuaded Glow-Worm to roll-out a 12 month digital marketing programme which is consistently meeting campaign objectives.


15,000 opt in email addresses have been collected (this has continued to rise at a rate of 2,000 per month), and there have been 191,287 unique visitors and 1,613,244 page views on the website, with visitors spending an average of 3.25 minutes per user. Translated this means that over 10,350 hours has been spent by visitors to the site. 

The campaign is driving increased awareness and understanding of the brand and thousands of individuals who, by definition, are searching for information on buying a boiler have had the details of a Glow-worm boiler made available directly to them. Installers are already feeding back their thanks for the increased business.

Case Studies