Menu
This highly effective campaign for electrical cable manufacturer Prysmian was designed to support an ongoing relationship with difficult-to-reach customers. The different channels and techniques used throughout the 12 months demonstrate the effectiveness of an agile, constantly evolving programme delivering great results on a limited budget.
increase in app engagement
increase in new user sign-ups
completed calculations
Prysmian’s Cable App is an installation calculator tool for electrical contractors. As well as getting as many sign ups and installations as possible, objectives also included completed in-app calculations – this would help prove the client’s product was being specified on live projects. The overall goal was to develop and support ongoing relationships with difficult-to-reach customers.
A range of visual assets designed to arrest the attention of our contractor audience on Facebook. Advertising copy was composed to encourage click-through to a dedicated landing page giving a more comprehensive explanation of the App and directing users to the sign-up process.
Determined to get the best results for CableApp, Ridgemount trialled and tested both Facebook and Google Ads for this campaign.
The two campaigns ran alongside each other. It was quickly established that PPC produced the right results, and Facebook advertising was halted within weeks!
Ridgemount then devoted a lot of time into SEO research to identify the most effective keywords that would most likely attract relevant traffic at the lowest cost. PPC advertisements were created, with many different combinations of headline, descriptions and keywords tested to create the most effective combinations.
Overall, the 12-month, two-phase campaign produced a total of 4,045 new users and over 22,000 completed calculations on the App. The Prysmian UK marketing team was overwhelmed with the results, which saw the UK branch of CableApp rise from number 20 out of 26, to number three in just six months!
This was a hugely successful project. Ridgemount submitted it to the Construction Marketing Awards in 2021 under the category Best Small Budget Campaign and won!
Name Here, Milwaukee UK
How to make technical stories work for less technical people We work in an industry where real innovation often starts with the research scientists. But to have any impact, the results of that research need to be understood…
If you’ve been on LinkedIn recently, you’ve probably noticed a few newsletter requests popping up in your notifications. So now that LinkedIn has made it easier for members to create newsletters…
At Ridgemount, we’ve been working with B2B influencers for several years (and have the scars to prove it). We absolutely know that working with the right people can produce great results…
Midlands Office
Unit 3 & 4 Twigden Barns, Creaton Road,
Creaton, Northampton, NN6 8LU
Follow us
Midlands Office
Unit 3 & 4 Twigden Barns, Creaton Road,
Creaton, Northampton, NN6 8LU
Follow Us
