Case Study
![CS_Essent](https://fairydusters.be/wp-content/uploads/2024/06/CS_Essent.png)
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.
![Essent02](https://fairydusters.be/wp-content/uploads/2024/06/Essent02.png)
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.
![Essent01](https://fairydusters.be/wp-content/uploads/2024/06/Essent01.png)