Driving digital engagement

Company: Hitachi Construction Machinery (Europe) NV (HCME)

Industriesconstruction, demolition, recycling, quarrying and mining

Solution: digital

Background: HCME is responsible for the manufacture, sales and marketing of Hitachi construction equipment throughout Europe

The challenge

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.

The solution

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 result

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.