In the competitive landscape of the solar energy industry (my old boss described it as the wild west – I’d say that was an accurate description!), finding innovative ways to engage potential customers is crucial. At my previous company, we faced the challenge of increasing online engagement and generating leads through new channels. This blog post highlights how we developed and executed a successful giveaway campaign targeting a novel channel, driving significant engagement, lead generation, and kept appointments that converted into new sales.
Pain Point: Engaging Online Customers
The company sought to connect with online customers through new and relevant channels. The objective was to run a campaign that not only caught the attention of potential customers but also encouraged them to engage with the company’s online platforms and ultimately generate leads. Because we had not engaged much in digital channels before I was in the manager role, there was ample opportunities to take advantage of – but we also faced the challenge of playing catch-up in an arena where we had not had as much of a presence before.
Solution: Targeted Giveaway Campaign
To address this challenge, we designed a unique campaign targeting a highly relevant channel where had not previously had a presence: a weather app. Given that weather apps are especially popular in storm-prone areas like New Orleans during hurricane season, this channel provided an ideal platform to reach our target audience of homeowners within the Greater New Orleans area.
We crafted a creative campaign that advertised a giveaway item—a small, chargeable battery useful for power outages—as a banner within the app. This giveaway was particularly appealing to residents of New Orleans, who are often affected by power outages during hurricanes – a top-of-mind reason to use a weather app during the summer months.
To qualify for the giveaway, entrants needed to schedule an appointment with a solar specialist to determine if solar energy would be a good fit for their home. This approach not only incentivized participation but also ensured that leads were pre-qualified for further engagement.
Results: Increased Engagement and Lead Generation
The campaign was a resounding success, achieving significant increases in engagement and lead generation:
Website Engagement: There was a 15% increase in appointment requests on the company website. The banner ad successfully drove traffic to the site, where visitors were encouraged to schedule their appointments.
Social Media Interaction: On Facebook, contact requests increased by 10%. The campaign’s visibility on social media platforms further amplified its reach and impact.
These results demonstrate the effectiveness of targeting a relevant channel and offering a valuable incentive. By leveraging the popularity of weather apps during hurricane season in New Orleans, we were able to capture the attention of a highly interested audience and drive meaningful engagement.
Why This Campaign Worked
Several factors contributed to the success of this campaign:
- Relevance: The use of a weather app as the campaign channel was highly relevant to the target audience, especially during hurricane season when power outages are common.
- Valuable Incentive: The giveaway item—a chargeable battery—was practical and valuable, addressing a real need for the audience.
- Pre-qualification: Requiring an appointment with a solar specialist ensured that leads were genuinely interested in the company’s services, increasing the likelihood of conversion.
Conclusion
This case study underscores the importance of innovative thinking and strategic channel selection in driving customer engagement and lead generation. By understanding the unique needs and behaviors of the target audience, we were able to create a campaign that not only increased online engagement but also generated high-quality leads.
If you’re looking to boost your marketing efforts with creative and targeted campaigns, let’s connect. Together, we can develop strategies that engage your audience and drive your business growth.