When Digital Becomes a Commercial Accelerator
Multichannel digital activation to drive installations
Groupe Atlantic is a leading player in thermal comfort solutions, recognized for its industrial expertise, constant innovation, and commitment to the energy transition. In Belgium, the group addresses installers, resellers, and end consumers, offering products with high technical value.
Mission
Design and deploy a multichannel launch campaign, combining content strategy, media activation, and performance marketing, to support product awareness and accelerate adoption in the Belgian market.
Challenge
The main challenge was to address diverse audiences installers, resellers, and end consumers with messages tailored to each level of maturity, while aiming for an ambitious objective. It was also crucial to ensure perfect coherence across channels, content, and conversion points, in a highly competitive energy solutions market.
Solution
A global approach was deployed to support the launch across the entire funnel. The strategy combined educational content, sponsored campaigns, and dedicated landing pages, turning interest into action. The entire system was monitored through precise performance tracking and continuous optimizations, maximizing impact over time.
En détail
Audit and Benchmark
A thorough audit was conducted, including a competitive benchmark and audience analysis, to define the most relevant strategic axes for the campaign.
Editorial Plan Development
Based on these insights, a 9-month editorial calendar was created, with key messages tailored to each audience and visual and editorial guidelines ensuring overall campaign coherence.
Content and Asset Creation
Visuals and copy were produced for sponsored campaigns, adapted to different channels and the specific expectations of B2B and B2C audiences.
Multichannel Deployment
Campaigns were activated and managed on Google Ads, Meta, YouTube, and LinkedIn, with a performance-focused approach to drive conversions.
Creation of Multilingual Landing Pages
Dedicated landing pages in French and Dutch were designed, with content adapted to each audience to ensure a coherent and relevant experience.
Performance Tracking and Optimization
Tracking was implemented, along with dashboards and ongoing optimization recommendations, to measure page effectiveness and improve conversions.
Results
The campaign translated strategy into measurable results, demonstrating its effectiveness with key indicators:
- Leads generated: 700 qualified leads
- Cost per lead (CPL): €23.03
- Visibility / awareness: strengthened among key audiences (qualitative)