Georg Fischer and UPONOR, two innovators in the field of water supply for buildings of all kinds, merged in mid-2004 - a clear signal to the international and national competition. Under the umbrella of GF Building and Flow Solutions, new products and new structures will be created within the organisation. The big question: How can new and existing customers be activated under these conditions and make a relevant contribution to sales?
4
Mrd.
CHF revenue
20
+
employees
45
+
countries
🧠 The challenges were on three levels
🤝
GF & Uponor
The reorganisation of the marketing team as part of the merger and the ongoing restructuring of processes created a dynamic starting point for the collaboration.
🎁
Product Level
The changes and extensions to the product ranges led to a more complex starting point, which had to be taken into account when considering the launch campaigns.
💙
Brand Level
The new corporate identity, still under development, presented additional challenges in the coordination and implementation of new projects.
HIU Product Launch 🚀
For the launch of the new HIU product, we implemented a targeted performance campaign that generated awareness and delivered highly qualified leads to the sales team. With a clear funnel concept from awareness to conversion, the integration of a lead feeder to de-anonymise website visitors and a multi-channel approach across LinkedIn, meta and display, we were able to effectively target audiences in four European markets.
Data-driven campaign management and retargeting mechanisms created a blueprint for future campaigns, supporting the sales team in the long term.
🪄Ongoing strategic advice
Changes in the project framework: While the first campaign launch also focused on control, the second project focused on the content blueprint as the team was restructured from a market to a global team. This also changed the scope.
Concrete building blocks:
Audience analysis including interviews as the basis for the campaign blueprints
Media planning concepts across the funnel
Long-term planning of content themes for greater strategic certainty
Technology transformation: new solutions such as Leadfeeder and Promote were tested in the campaigns
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