Performance
Enovos
How we designed and managed a conversion-driven media campaign for the launch of a new product
Enovos is the leading energy provider in Luxembourg, also operating in Germany, France, Belgium, and the Netherlands.
Its mission is to supply electricity and natural gas to a wide range of customers, both individuals and businesses, while investing in the development of renewable energy projects.
The challenge
Until now, Enovos Luxembourg offered two natural gas products to its residential customers with variable rates based on the real-time cost of energy procurement. In addition to this standard product range, Enovos is launching a new limited-time product that guarantees a fixed energy purchase price, allowing for better budget control.
Signing up for this product is simple and fast, as "fix naturgas" is a 100% digital offering. From submitting the subscription form to signing the contract, everything is done online.
Enovos turned to Vanksen to support the execution of an exclusively digital communication campaign for the launch of this product in Luxembourg, aiming to achieve both brand awareness and lead generation.
The project and its results
Vanksen assisted Enovos in implementing and monitoring this 100% digital campaign by offering support in three areas:
- SEO through the implementation of content optimizations in English, French, and German related to the product (gas contract subscriptions, fixed gas rates, etc.) aimed at improving the positioning of the landing pages in search engines.
- DESIGN through the creation of several concepts (key visuals) for this campaign while remaining within the universe and graphic identity of Enovos.
- MEDIA through the development of the strategy and the implementation and monitoring of a media campaign aimed at achieving a dual objective:
- Awareness: to promote this new gas product in Luxembourg and, through it, enhance the product offering of Enovos.
- Conversion: to generate subscriptions for fixed naturgas contracts.
After a few days of campaigning, we exceeded the initial objectives both in acquisition (contract signings) and in acquisition cost (which was twice as low as estimated at the campaign's launch). The Vanksen team successfully made the right adjustments throughout the campaign to optimize budgets through meticulous monitoring of relevant recommendations.
Activated over 2 months, the media plan allowed for maximum visibility of this new product offer, with nearly 90% of traffic and 40% of leads coming from Google Ads Search and META media campaigns.
The implementation of several graphic concepts also enabled us to conduct A/B testing campaigns to optimize the campaign's performance in terms of reach and costs (notably CPM, CPC, and CTR), all while limiting audience fatigue given the specificity of the Luxembourg market.
0xnumber of leads collected compared to the client's objective
0Mimpressions
0€average cost per lead (CPL)
0%leads came from the media campaign