Description
For over 160 years, the Swabian toy manufacturer Märklin has stood for the model train experience for the whole family across generations.
For several years now, we at KlickPiloten have been supporting the toy manufacturer Märklin with various projects and campaigns. The collaboration has proven to be particularly successful in the two campaigns "Finally small again" and "Track 1" here the case for the campaign "Finally small again"
Solution
The centerpiece of the Christmas campaign was a commercial with the slogan "Finally be small again":
The model locomotive used in the commercial was also available in the advertised starter package. From this point on, it was KlickPiloten's job to create the online campaigns based on and supporting the commercial. In summary, the main campaign objectives were: total reach, total video views and total registrations on the campaign landing page.
Various Google Ads products for effective lead generation YouTube Ads To raise awareness of the commercial, we used the full-length spot as a skippable ad as well as several shortened 6-second bumper ads. For targeting, we used topics, keywords and target groups in the model making and toy model sector. For additional reach, we later derived a similar target group from the video viewers of the commercial.
Google Display Ads and Social Media Ads
We mainly used social media ads on Instagram, Facebook and Pinterest as well as Google Ads in the PMAX & DemandGen with responsive ads. For the images in our responsive ads, we used a selection of scenes from the video that mirrored the scenes in the commercial to create a consistent, recognizable visual language throughout the campaign. As the targeting options in a smart campaign are limited, we only excluded already registered users and visitors to the landing page to focus on targeting new users. In the second step, we set up a standard display campaign to target remarketing audiences such as video viewers and landing page visitors who have not yet converted into leads. During the campaign, we realized from the data provided by the offline retailers that many users had already registered for the voucher but had not yet redeemed it in their local store. Therefore, we created an additional display campaign to target this specific audience and direct them to an additional landing page that provided them with FAQs and clear instructions on how to redeem their vouchers.
Google Search Ads
First, we ran a brand campaign with keywords related to the Märklin brand, the names of the advertised products and the claim of the commercial in case users searched for the video and campaign. Secondly, we used generic keyword campaigns around model trains, starter sets and Christmas promotions to target users who were not yet familiar with the Märklin brand or the winter campaign.
Results
Before setting up the campaign, we agreed with Märklin on the following KPIs for the duration of the campaign:
Total number of video views:
- 600,000 YouTube views of the commercial
- Total number of registrations on the landing page: 10,500
- The campaign exceeded all expectations. It achieved a total of: 35.5 million impressions via the Google channels alone (we achieved a total of 47.7 million ad impressions)
- The video achieved over 717,000 views on YouTube with over 15% completed video views (and that with a video length of 1:23 min).
- In total, we achieved almost 11,000 registrations across all online marketing channels. Of these, around 4,400 leads were generated exclusively via Google Ads.
- Website traffic increased by more than 80% during the campaign and the number of new users rose by over 89%. 35Mio. impressions via Google channels 717 thousand views on YT +80% website traffic
