When VStone Bendigo approached the Pepper team for marketing support, our strategists developed a medium to long term growth strategy designed to build lasting brand value and drive sustained business growth.
Centred around the launch of the new brand campaign, Crafted for a Lifetime, the strategy was supported by a comprehensive “always on” digital advertising approach. The results have exceeded expectations, delivering strong uplift across brand awareness, brand perception, and qualified lead generation.
50.7% uplift in brand search during campaign.
363% increase in ‘click to call’ visitors.
The ‘Crafted for a lifetime’ campaign, although not designed for direct response, none the less delivered over a 50% uplift in brand search activity, and a huge 363% increase in website visitors clicking to phone during the campaign period .
“VStone had the confidence to take a brand campaign to market that wasn’t centred on a hard sell. While stone is typically a once in 5-to-15-year purchase for most end-users, the campaign still delivered exceptional direct response results. We believe the greatest value, however, will come through the medium to long term brand impact.”
Jed Manley
Director, Pepper Advertising
Google Advertising Strategy
We crafted a Google Search Ad strategy for VStone that combined a brand campaign with a product-focused push to capture leads from every angle.
The brand campaign zeroed in on users who’d viewed VStone’s TV commercial and those already searching for the brand. This wasn’t just about reminding people who VStone is; it was about owning the space, making sure interested prospects landed on their site, and blocking competitors from sneaking in on their name.
At the same time, our product campaign targeted people actively hunting for what VStone offers (e.g. benchtops, backsplashes), so we caught those still researching as well as those ready to buy.
We averaged 17 contact leads a month while the campaigns were live.
