Would you like to promote your product using a hyperlocal campaign? Find out in our case studies how LocalUp can lead to successful marketing of your products.
Finstral is one of the leading European window manufacturers based in South Tyrol, Italy.
The family-owned company aims to become the leading premium brand for windows, front doors and conservatories.
Windows are a business that requires a lot of consultation – which is why sales are almost always made through local dealer partners. Central marketing therefore focuses primarily on supporting the more than 250 dealer partners with Finstral Studio in on-site sales. The most important tools for gaining new customers have so far been trade fairs, newspaper advertisements and posters. But Finstral has been working on supplementing this with digital campaigns, and not just since Corona.
As part of the campaign, which runs in nine countries and six languages, motifs with photos of the respective point of sale and an individualized text are played out on Facebook and Instagram. For example, an Italian customer in Rome receives an Italian ad with images from the Roman partner studio, linked to the corresponding subpage on the Finstral website. The campaign was implemented with the LocalUp software. This plays out scalable local ads via the Facebook and Google Ads API to automatically combine images, texts and dealer logos for each individual playout.
Significant reduction in cost per lead due to the use of cost-effective and flexible advertising channels. Finstral shares the cost of the campaign with its dealers. In addition, they offer them the opportunity to voluntarily increase their local budget. Due to the good visibility and performance of the campaign, more than 80% of the dealers use this option. Due to the used Global Page structure of Facebook, the ad limit could be increased in total.
DPD Service GmbH is a subsidiary of the second largest German parcel service provider, DPD Deutschland GmbH. The organisation is primarily responsible for the recruitment, coordination and efficient deployment of its own parcel delivery staff in Germany.
Locally individualised recruitment campaigns on Facebook, Instagram and Google, which can be booked separately on demand. CI-compliant ads that can be scaled to all individual depot locations in no time at all. The time required for booking the campaigns should be reduced to a minimum for the recruiters.
With the help of LocalUp Center, a setup was built with which Facebook, Instagram and Google Search Ads can be booked individually and the budgets of each campaign can be selected specifically. Thanks to the stored dynamic placeholders, ads are scalable within a very short time, can be booked for every location and are played out directly in the corresponding radius of the depot. Different text and creative variants can be tested on all portals to find the most appealing version. Fast and efficient booking with all relevant details via e-mail form.
Per campaign, hundreds of potential applicants are specifically directed to the appropriate landing page to view the detailed job description and subsequently apply. The additional branding effect for DPD supports the recruitment ads and applicant search. No specialist knowledge is required and the process can be quickly passed on to new employees. The booking effort for DPD is in the low single-digit minute range. The campaign reporting gives DPD full control of costs and results at all times.
The EDEKA Group is one of the leading food retailers in Germany. EDEKA Nordbayern-Sachsen-Thüringen supplies around 900 retail markets under the EDEKA, Marktkauf, diska and Kupsch brands in northern Bavaria, northern Baden-Württemberg, Thuringia and Saxony.
The company’s weekly advertising brochure is to be promoted specifically and locally around the markets on Facebook, Instagram and via Google Display Network. In addition, social media is to be used for recruiting for salespeople or trainees in the individual stores without each of them having to place ads individually. The implementation should not require a social media expert, but can also be done by all-rounders.
In LocalUp’s self-service app, the Edeka marketing team can select stores individually or in groups and assign them the products to be advertised from the brochure. The respective ads are automatically displayed only in the direct vicinity of the stores – if a store moves or opens a new one, this is stored once in the app. Job ads are also displayed locally around the stores where corresponding positions are available – when the user clicks on the local ad, they are taken directly to the local website of the individual store, where the relevant contact details can be found. Facebook or Instagram knowledge is not required throughout the use.
The cost per click on the individual ad is significantly lower than when it is placed without local distinctions. About two euros were paid per 1,000 ad impressions (CPM) – according to studies, classic Facebook ads are more than twice as expensive on average (source). The personnel and technical effort for the Edeka marketing team is significantly lower. Both Facebook, Instagram and Google Display Ads can be placed in one interface. Campaign reporting allows full control of costs and results at all times.
The Beleke publishing house from Essen has been a partner for tens of thousands of small and medium-sized businesses in the field of local marketing for more than 55 years. The product portfolio ranges from website creation and local listings to the development of social media pages.
The Facebook & Instagram campaigns booked by the individual SMEs should be booked easily, quickly and clearly without having to use the Facebook Business Manager. The ads should not be “off the shelf” but highly customised to the client. Transparent customer reports must be generated quickly and forwarded to the company. A large number of ads running in parallel must be coordinated and visible at all times.
With the help of an individually tailored data feed, the employees of Beleke publishing house can create new campaigns at any time, which are converted into locally controlled Facebook and Instagram ads completely automatically using the LocalUp software. In this data feed, the employees can define the demographic target group, the interests as well as a budget split between Facebook and Instagram individually according to the customer’s wishes, in addition to text, image, location and landing page. Experiences and wishes are exchanged in regular coordination in order to constantly optimise the quality of the local campaigns. Each company receives its own report as a DataStudio report, which includes all relevant KPIs.
Due to the individualisation of the ads and the locally relevant targeting, strong click rates of up to 4 % are achieved in some cases. The personnel and technical effort for the Beleke publishing house is low. Even the training of new employees is not time-consuming due to the simple and clear handling. The customer gets insight into the performance of his booked campaign at any time through real-time reporting. Possible changes to text, image or radius can also be made during the campaign.
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