Essent.be Strategic Marketing

Case Study

ESSENT.BE ONLINE MARKETING STRATEGY & CAMPAIGN CONCEPTS

Services:

Marketing Strategies

Campaign Concepts

Client:

Essent.be (BE)

Year:

2016

The Scope

While entering the freshly opened and highly competitive Belgian energy market, Essent.be aimed to enhance its digital efforts, focusing on online marketing and social media platforms.

Tasked with analyzing the effectiveness of Essent.be’s online marketing campaigns, improving their impact, and devising strategies and concepts to cultivate and expand the brand’s audience on social media platforms, with a primary focus on Facebook.

The Strategy

Initially, we conducted a brief survey on the current online marketing campaigns, gathering feedback from an audience representing different buyer personas. The consensus was that the campaigns were overly wordy and lacked visual appeal and engaging tone.

As a result, we devised a new, more playful strategic approach. This included highlighting reasons why individuals might stick with their current energy provider, while also prompting users to calculate their energy costs. We utilized a visual style with icons to convey stories within the constraints of online ads.

Subsequently, we launched two Facebook campaigns. In one, users could win a year of free energy by choosing not to switch suppliers. The second campaign, linked to Flanders Classics cycling events, offered VIP packages as prizes. Additionally, we crafted print ads for national publications.

We also provided the brand with strategies for client acquisition via social media sign-ups and website engagement. Additionally, we offered advice on managing customer relations effectively across these platforms.

The Result

Together with the marketing team, we developed five quarterly online marketing and retargeting campaigns, along with two online contests. These efforts resulted in an impressive acquisition of 65,000 new customers and a thriving Facebook audience of 8,000 people for the brand.

Case Study

ESSENT.BE ONLINE MARKETING STRATEGY & CAMPAIGN CONCEPTS

Marketing Strategies

Campaign Concepts

Essent.be (BE)

2016

The Scope

While entering the freshly opened and highly competitive Belgian energy market, Essent.be aimed to enhance its digital efforts, focusing on online marketing and social media platforms.

Tasked with analyzing the effectiveness of Essent.be’s online marketing campaigns, improving their impact, and devising strategies and concepts to cultivate and expand the brand’s audience on social media platforms, with a primary focus on Facebook.

The Strategy

The Result

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