Colour sample requests up
Colour page CTR
EDM unique CTR
CASF Resilience TechnologyDigital Campaign
Australia is the sole distributor of Corian Solid Surface in Australia. Corian is a highly adaptable man-made surface that can be fabricated into kitchen benchtops as well as cladding for high rise buildings. In May 2018, 4 new colours with Resilience Technology – colours that offer superior wear resistance and ease of maintenance – was launched into a complex market channel (mums & dad as well as architects & specifiers). The aim of the campaign was to inform the target market about the technology & drive desire for the product in both residential & commercial market segments.
Key deliverables were used to launch the 4 new colours into the market. Using a brilliant video supplied to us by global, we were able to demonstrate the capabilities of the products in an artistic and interesting way. Carefully timed executions of each piece as well as a consistency of message was essential in building a cohesive brand campaign.
Increased sample request and lead generation.
KEY STATS DURING WEEK OF CAMPAIGN
10.1% total website traffic capture (1,099 unique page views) during 13th May to 19th May.
The campaign was highly successful & yielded above average results. Strong call to action & messaging ment that colour requests after the initial launch week were high, in comparison to previous launches and remained high in the following weeks. We achieved the highest colour request conversion month to date – 35.4% more than the yearly average, which was a 9.4% increase over the previous new colour launch in 2017.
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