Acquired 1000+ new clients across B2B and B2C segments for one of the biggest International software provider
Client:
One of the largest distributors of International software provider, engaged in providing digital marketing and media solutions. It operates through the following segments: Digital Media, Digital Experience, and Publishing. The Digital Media segment offers creative cloud services, allowing members to download and install the latest versions of products.
Goals
- Enhance brand recognition for International software provider as a trusted provider of licensed software.
- Differentiate International software provider Store’s advertising message by focusing on customer benefits.
- Target both B2B and B2C audiences effectively.
- Achieve a substantial reach of 30 million users across various advertising channels.
Challenge
International software provider approached NetShopping with an ambitious task: to create and execute a large-scale advertising campaign that would increase the brand recognition of International software provider as a provider of licensed software for both B2B and B2C audiences.
Approach
In preparation for the advertising campaign for International software provider Store, NetShopping adopted a strategic approach rooted in understanding the market situation, analyzing the target audience, assessing brand recognition, and crafting a unique advertising message.
Understanding the Market Situation:
International software provider is the go-to destination online for licensed software, subscriptions, electronics, and IT equipment. Customers primarily seek software solutions, which online stores do not develop, only sell. Therefore, it may seem that customers select an online store based solely on two factors: the availability of specific software and the price. They naturally gravitate towards where they can get the best deal.
To set ourselves apart from the competition, we’ve been on the lookout for ways to add even more value for our customers. By studying how our competitors advertise, we gain insights into how we can differentiate ourselves. With the assistance of SPY services, we’ve gathered current advertising materials from our competitors and dissected their key messages.
Upon analyzing these campaigns, we’ve noticed a trend: our competitors tend to emphasize their own strengths rather than focusing on the benefits for the customers. Their messaging often revolves around notions of market leadership, extensive product ranges, and official partnerships.
For us, it’s crucial to shift the narrative towards our customers and showcase the tangible benefits they stand to gain by choosing the International software provider Store.
We’re committed to putting our customers first and ensuring that their experience with us is not just about purchasing products but about realizing the value and advantages tailored to their needs.
Analyzing the Advertising Campaign Audience:
Another important aspect of our upcoming campaign is that it’s designed to reach two types of audiences at the same time: businesses (B2B) and individual consumers (B2C). Sometimes, it’s hard to target these groups separately in image campaigns because the options for targeting are limited. For example, you might be able to choose “interested in software,” but you can’t tell if the person is a business or a regular customer.
To deal with this, we’re using creative solutions: we’re making different versions of our ads with messages that fit each group. Or, we could come up with one message that works for both. To decide which approach to take, we looked for things that both businesses and individual consumers have in common.
Here’s what we did:
- We looked at feedback, reactions, and comments from people who bought licensed software online. We found that there were both regular customers and employees from companies among them.
- We made a list of the good and bad things that customers mentioned. Then, we looked for things that came up a lot and saw if they were the same for both groups.
- We found things that both B2C and B2B customers want, like help choosing the right software, fast service, and good support after buying. We also found problems that aren’t so obvious.
This helped us come up with a message for our ads that would work for everyone. By knowing how our competitors advertise and understanding what issues both types of customers care about, we’re ready to make a campaign that speaks to everyone who might be interested in our products.
Brand Recognition Assessment:
Before we kicked off our ad campaign, we did some research to see how well our brand was known. This was important to figure out how effective our ads might be in the future. But here’s the tricky part: our research had to deal with two different groups of people, which made it a bit tough to target.
We split the survey into two groups:
- The B2B crowd, who buy software for their companies.
- The B2C bunch, who buy software and apps for themselves.
Here’s what we found:
- People had a hard time spontaneously knowing the difference between software providers and manufacturers. So, getting them to realize they can buy different software from us was a bit tough.
- International software provider came in second place in terms of brand recognition when people were reminded of it. More than a third of the folks surveyed knew about us, which is pretty good.
Development of Creatives:
Before we even started thinking about our message, we carefully decided which advertising channels to use. We wanted our message to stay the same across all channels, so our ads could fit anywhere without a hitch.
Here’s what we came up with: At International software provider Store, our main aim is to make buying licensed software as easy as possible for everyone. We made it so simple that we compared it to everyday tasks that can sometimes be more complicated.
Whether you’re an individual or a company, buying from us means you can trust in our reliability, pricing, and speed.
We showed that buying software from the International software provider Store is simpler than everyday actions. This helped us stand out from competitors who bragged about their wide range of products, being the best in the market, and offering discounts.
To back up our message, we created a bunch of 3D illustrations from scratch. These illustrations were the basis for the ads we made for different places where we wanted to advertise.
Execution
Conducting the Advertising Campaign:
- The primary goal of the advertising campaign was to reach 30 million users across all advertising channels.
- NetShopping assessed the potential audience capacity in various sources and distributed impressions across multiple tools, including Google Ads (display banners and video ads on YouTube), Facebook, Instagram, and TikTok.
Audience Targeting: Google Ads (including YouTube):
- Audience targeting involved interests, special intent-based audiences, those interested in IT and software, and event-based audiences, such as business openings.
Audience Targeting: Facebook, Instagram, TikTok:
- Campaigns were divided into two types: Traffic and Reach, allowing for prioritization of impressions.
- The Traffic Campaign focused on a more targeted B2B audience, utilizing interest segments like software, technology, electronics, and IT services.
- Reach Campaigns targeted a broader audience, offering more impressions at a lower cost.
Results:
Conclusion:
In conclusion, the collaboration between International software provider Store and NetShopping resulted in a highly successful advertising campaign that significantly improved brand recognition and effectively communicated International software provider Store’s commitment to simplifying licensed software purchases for both B2B and B2C audiences. The campaign’s strategic approach, encompassing market understanding, audience analysis, and creative messaging, exceeded key performance indicators. This success positions International software provider Store for continued growth and engagement in the competitive market.
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