Now that architects, engineering offices and other decision makers know what the ROCKWOOL Core Solutions BIM Library is all about it’s time to move to the next phase: conversion. Following the awareness campaign (Update 59), we’re launching a second online marketing wave targeting the target audience and directing them straight to the BIM Library.
Call to action
A couple of clicks is all it takes to find and download full BIM data on sandwich panels with stone wool insulation. Well, provided you use the ROCKWOOL Core Solutions BIM Library. Sounds easy – and it is! We sought to activate the target audience with an online campaign aimed at turning architects on to the advantages and drive conversion.
Our online media buyers ensure that architects can easily find the BIM Library through Google Display Ads, Google SEA and LinkedIn targeting.
Measure, analyse, BIMprove
The first wave was followed by an in-depth analysis. What is the key information the target audience needs to be converted? Which formats and visuals had the biggest impact? And which triggers can be used to win their hearts and minds? Our online marketers crunched all the numbers to gain even better insight into the target audience ahead of the launch of phase II.
Online marketing approach
The ultimate goal is to steer architects who use BIM tools to the BIM Library and persuade them to register. The rollout of the previously designed concept visuals by the content creators continued in clickable LinkedIn single image and carrousel ads. At the same time our online video team got to work on a compelling video clearly setting out the unique sales propositions. In English, French, German and Italian.
BIM-bam-bosh, served up by Google
Our online media buyers ensure that architects can easily find the BIM Library through Google Display Ads and Google SEA. They maximise visibility with eye-catching targeted adverts.