GEAR UP WITH WAVIN
Integrated marketing accross the whole of Europe
For the 2nd year in succession Centagon was asked to develop and manage an international campaign in 14 countries for Wavin with the objective to drive traffic into wholesaler distribution centers and engage in dialogue with installers accross Europe.
14 countries running simultaneously
The Wavin Gear Up 1 concept campaign was designed as a prize winning contest where users can collect a lottery ticket at the wholesaler center to participate and win wonderful prizes.
This 2nd year, every installer who registered for the campaign was a winner, meaning that a small gift was always shared with the installers. With the registration they also signed up for a weekly contest in which wonderful prizes were presented. The instant wins were immediately presented to the person who registers.
Gear Up is a truly international integrated campaign that is rolled out almost simultaneously in 14 European countries.
Integrated Account Based Marketing
Partnering with wholesalers to run a campaign like this is crucial. The buy-in to be able to introduce campaign material at the wholesaler store should already be planned in an early stage.
Partner engagement is increased when you start sharing results data of previous campaigns. In this case the success of Gear Up 1 and the visible results of partner participation helped to get important wholesaler partners on board for the 2nd campaign.
Convert participating installers into a Wavin customer
Grow CRM database with new installers
Total amount unique visitors during campaign period (sep-dec 2017)
The Centagon team have been very successful, agile and supportive to create a great success of the Gear Up campaign for the second year we ran Gear Up in 14 countries. The collaboration in the campaign preparations, - launch, -management and - evaluation of results, had a great impact on the results that were above expectation. Not only in effects on brand awareness, but all the way through the lead generation funnel, focusing on sales and collaboration with our wholesalers – both marketing and IT wise. Thanks a lot for this partnership!
Maarten Oosterhuis, Online Marketer at Wavin Group
Facebook Lead Ads
directly integrated into CRM
Facebook Lead Ads let's you use in-ad registration forms so users can register via the ad post without leaving the timeline of Facebook.
You can export the collected data from the Facebook platform, but if you are running an international campaign with a substantial amount of registrations you want to look into an automated approach to ensure that the registrations are collected according to country and company policy rules and also apply automated field mapping integration into your CRM system.
To automate the process Centagon has implemented a Gateway for external channels that connects with the API of Facebook. Data is immediately securely collected and then mapped according to the company specific property rules of the form fields. From the gateway it is distributed automatically and in the correct formats to the CRM of our customer.
The result. No matter what questions are asked in the registration form on Facebook, the data output can be managed to exactly meet the profile property requirements of the CRM creating a seamless integration of data from Facebook to CRM.
Interested in integrating your Facebook Lead Ads into automated CRM flows?Contact us
Performing keyword tests in various countries and languages requires a local expertise of the market. Legislation is different per country so your central concept may also require a regional approach. And of course sales engagement and distribution require local engagements.
Simply stated, There are plenty of reasons why you need a local execution in every country.
Centralised marketing appears to be the logical choice if your goal is to master control over data integration, consistency in brand exposure and growing complexity in communication.
But what happens when centrally developed strategies are executed into a multicultural market space where not only language but also regional business practice influences your original ideas?
The updates of the data in the dashboard is realtime and keeps the international marketing teams engaged to monitor the results of the campaign