GLOW-WORM (RETAIL)

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.