A Full-Scale Digital Promotional
Campaign for Husky,
a British Heat Pumps Brand
huskyheatpumps.co.uk
Husky is a young
British company
that manufactures cost-efficient and eco-friendly renewable heating systems – air source heat pumps. This local producer has to compete with mammoth international companies that already have high brand awareness and strong credibility.
To improve Husky brand awareness and increase the number of website requests for heat pump installation.
Communication Strategy
We started with current brand communication analysis, revealed and studied its weak points and developed a new digital promotional strategy.
We highlighted Husky’s key advantages that became the core elements of a new brand positioning approach.
ManufacturerProduction made
exclusively for the UK
To deliver these advantages to target audience in a meaningful way,
we divided the TA into several groups
with respect to their needs and awareness level.
Implementation:
To deploy our strategy
we selected the following tools:
-
Promo
video -
ads -
SMM
-
SEO
-
Corporate
website
Our priority was
to create a trendy high-end website that would match
all modern web development and design tendencies.
In the context of website development we also
redesigned an off-the-shelf corporate logo.
We focused on the website structure: alongside the trivial
sections with company and product info there appeared
separate landing pages for all the target groups.
Each landing page had a specific mechanism for bringing
its viewers towards the matters and led them to sound
reasons in favour of choosing Husky products, with
strong regard to their needs and awareness level.
In addition to a commonplace web-chat and contact form, we created a special “Get a quote” enquiry form. A user inputs his
post code, adds necessary data and after a while he receives
an email with recommended heat pump model info and
estimate installation and maintenance costs.
To augment our advertising campaign on YouTube, we shot an affective promo video.
In this video a husky dog is compared with Husky heat pump – it is designed for the cold, in order to give you warmth. The plot of this video is rather intriguing and you will realise the metaphor only at the very end of it. Every single image or association within is aimed at improving Husky brand awareness.
Networking
Communities:
We established content
strategy for Husky
community on Facebook,
where the brand is presented as a hi-tech green innovations
expert with conscious life approach.
and Display
Advertising
on Google:
We singled out several
target groups,
selected relevant key searches and created banner ads
to be shown on the Google Display Network.
Promotion:
We utilised SEO solutions as an extra tool to achieve the following goals::
— Husky website ranking improvement in search results will engage additional visitors;
— The SEO effect will further on enable to streamline the budget with cutting down the search advertising costs.
After a two-month period
we reached the following performance results:
Campaign
Coverage
enquiries
received
Contact
reduced by