SkyLine – Extending the Horizon
Electrolux
THE CHALLENGE
To shift focus from awareness building to meaningful lead generation, a year after SkyLine’s successful launch.
Conscious of the impact that lockdown and furlough was having on the foodservice industry and Electrolux Professional’s core audiences, we needed an intelligently structured campaign to reach the right people with a message that captured their interest.
THE IDEA
Knowing the value that chefs place on peer recommendations, and that social offers significant potential for marketing-qualified lead generation, we devised a social-first strategic approach.
We worked with high-profile customers to create advocacy videos focused on what SkyLine helps chefs to achieve. By partnering with a Michelin-starred restaurant, a pub and a university campus café, the engaging content told different stories in the chefs’ own words.
A series of lead-generation adverts supported each story and were targeted to a tailored audience of foodservice professionals via Facebook and Instagram. Tapping into the industry’s reopening plans, campaign spikes were aligned to key announcements regarding the easing of lockdown.
THE RESULTS
- An impressive 116 enquiries were received, at a cost of £12.93 per enquiry (against a starting list price of £3-10k depending on size)
- 10,517 video views were generated
- £90,000 worth of quoted business was directly attributable to the campaign