As a heating specialist with over 80 years of tradition and expertise, the Nuremberg-based company Eberle had long focused exclusively on B2B communication. When the Schneider Electric brand launched the Wiser smart heating system on the German market in 2018, B2C communication also became a key factor for success. After all, Wiser can be installed and set up by the user themselves in just a few simple steps. Eberle commissioned Kaltwasser Kommunikation to undertake the strategic planning and execution of a cross-media B2C communication campaign.
The objectives:
- to raise awareness of the Eberle company and the Wiser product
- to support the distribution of Wiser
Strong media coverage, significant media response
Wiser appeals to a broad target audience: specialist smart home publications, traditional IT media, lifestyle media, as well as publications focusing on home building and advice magazines. As a result, articles published on sites such as focus.de, bild.de and connect.de, amongst others, already achieved a print circulation of over one million and more than 42.7 million page impressions in the first few months. Whilst competitions primarily boost Wiser’s brand awareness, detailed product reviews provide readers with authentic user experiences, step-by-step guides and sound foundations for purchasing decisions.
93% of 'brands you love' testers would recommend Wiser
Thirty testers from the Burda Community brands you love were able to experience just how smart Wiser is to control and how easy it is to install as part of a word-of-mouth campaign. The response was overwhelming: the testers shared their experiences on the brands you love Content Hub as well as on their own social media channels, blogs and review platforms. In total, the campaign achieved a reach of 1.4 million.
Me and technology?
Macro-influencer Pipapueppo keeps her social media community up to date with her family life. In December 2018, she introduced Wiser on her YouTube channel and highlighted the benefits of the smartphone-controlled heating thermostat, particularly for families and younger audiences. The video garnered over 26,000 views.
Your contact person
"The campaign combines print and online, traditional media and social networks. This effectively addresses a broad target group."
Andreas Schauerte
+49-911-530 63-117
asc@kaltwasser.de
https://www.linkedin.com/in/andreas-schauerte-kk
