Client Background
Dulux Renewal Service is the one-stop wall renovation service brand of AkzoNobel Coatings International Ltd.
Launched in 2008, the Dulux Refresh service provides wall painting and wood painting services in the home:
- Help with wall problems such as cracks, peeling, mold, stains, graffiti, etc.
- Wall refreshing with color suggestions
- Background wall, graffiti wall and other textured wall painting services
- Furniture, doors, windows and other woodwork painting and refinishing
The so-called "one-stop" service means that customers can enjoy "one-step" service. Not only do we have a new consultant to conduct wall inspection, but we can also recommend suitable wall paint products, match the wall color, provide professional masking protection before painting, furniture removal, wall treatment, paint construction, cleaning up the construction waste after painting, returning furniture to its place, overall cleaning and other painting services.
client need
The client focuses on the collection of effective sales leads as the main purpose of placement, for the effective cost of leads and the effective amount of leads have KPI assessment.
The client requested to optimize and expand the launch strategy on the basis of the original launch planning, in order to obtain as many effective leads as possible under the premise of lead cost control.
prescription
Optimized for the original placement of Baidu search platform, combined with Baidu effect to products such as oCPC, form style, and with Baidu applets as a landing page, to create a closed-loop marketing, to enhance the retention rate.
Expand for the platform, in addition to Baidu search, add Baidu information flow, headline search, headline information flow, Jitterbug search, Jitterbug information flow, Tencent information flow, Xiaohongshu search and other advertising platforms, horizontal expansion to harvest more effective sales leads.
marketing effectiveness
After the optimization of the means of delivery and horizontal optimization of the platform, the KPIs of Dulux Renewal Service have been significantly improved: the total number of effective sales leads has increased by more than 500% year-on-year, and the average lead cost has dropped by 72.6%.