Driving digital engagement
Company: Hitachi Construction Machinery (Europe) NV (HCME)
Industries: construction, demolition, recycling, quarrying and mining
Background: HCME is responsible for the manufacture, sales and marketing of Hitachi construction equipment throughout Europe
HCME wanted to increase leads for their free three-year extended warranty offer on wheel loaders. RED had already created a promotional campaign and the next phase was to drive traffic to the landing page using digital tools.
With user experience methods and Google Analytics to analyse current user behaviours, RED designed wireframes for a new landing page and placed data capture forms to initiate communication with potential new leads. Once in place, a pay-per-click (PPC) campaign was launched using Google AdWords, followed by paid social media posts.
The keywords and target audiences were identified, and over a million (average monthly) impressions were reached with a high conversion rate. In addition, RED continues to work proactively to further improve monthly results. HCME is able to track leads and communicate directly with potential new customers, with all insights used to create other campaigns.
“I love the design, let’s get this going!