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Leitz has been recognized as a two-time finalist in the 2024 Global Search Awards. This acknowledgment comes in light of their “FEEL GOOD” campaign, aimed at enhancing the well-being of home workers with Leitz ergonomic products.
In Q4 of 2023, Leitz set out to achieve a series of objectives that would not only expose their brand to consumers but also support their dealers by driving leads. The campaign was designed to generate a significant sales increase, improve the conversion rate of brand site visits to “Where to Buy” leads, and deliver a substantial number of conversion-ready consumers to customer websites.
Budget was strategically allocated across various media in accordance with weightings aligned to visibility, consideration and conversion goals. The approach was multifaceted, utilizing Meta for brand video ads, Spotify for audio ads, and Google Display Networks for reaching in-market audiences with dedicated content.
The campaign’s creative direction was innovative, opting for positivity through influencer-inspired video ads that resonated with authenticity and relatability. The involvement of Anisha Joshi, an award-winning Osteopath, added credibility and supported the consideration and conversion goals.
The choice to include Spotify ads was a strategic move that paid off, with a high ad completion rate indicating strong engagement from the audience. The campaign’s success was further evidenced by exceeding its sales targets, delivering more “Where to Buy” leads than anticipated, and achieving a higher conversion rate than projected.
James Sherlock, Performance Marketing Manager EMEA, shared his thoughts on the campaign’s recognition: “We are pleased to have our efforts acknowledged as a finalist for these two awards. It’s reward for our focus on delivering a positive message to consumers, willingness to test new paid channels and reflects our ongoing commitment to support our dealers.”
The “FEEL GOOD” campaign’s success has been so impactful that the campaign structure has already been adopted in other European markets. This nod to the campaign’s effectiveness is a subtle yet powerful testament to its achievements.
In summary, the campaign has demonstrated the effectiveness of a well-executed strategy, the importance of being open to explore new channels, in this case it was Spotify, and the benefits of positive messaging. As a finalist for the UK and European PPC Campaign Awards, Leitz’s “FEEL GOOD” campaign is a compelling example of a clear performance campaign strategy and excellent execution with its PPC partner, Climbing Trees.
