CHALLENGE
Edenred Finance, offering innovative solutions for VAT refunds to logistics companies, faced the challenge of acquiring clients in new European markets (a total of five markets, four of which were entirely new). Each market had its own specific nuances—differences in consumer habits, familiarity with Edenred Finance’s services, and competitive environments. Advertising needed to be tailored to the audiences of each country while maintaining a consistent message tone.
It was also crucial to ensure that campaigns reached B2B decision-makers, such as HR managers, corporate finance officers, accountants, and executives of smaller companies. Given that some markets had very little prior knowledge of the service, a comprehensive educational component was required to clearly explain the offering. The international campaign demanded careful localization, as well as continuous monitoring and adjustment of results.
ACTIONS
Per kampanijos laikotarpį pavyko pasiekti puikių rezultatų tiek žinomumo didinime, tiek kontaktų rinkime. Naujos rinkos buvo supažindintos su paslauga, o senose rinkose buvo palaikomas žinomumas ir autoritetas. Buvo surinktas suplanuotas kiekis kontaktų, kurie buvo įvertinti, su jais buvo susisiekta ir su kai kuriais iš jų pasirašytos sutartys. Ši daugialypė, lokalizuota ir duomenimis paremta strategija parodė, kad net ir esant sudėtingai, geografiškai išskaidytai rinkai, galima efektyviai komunikuoti, generuoti konversijas ir auginti prekės ženklą.
RESULTS
Throughout the campaign, excellent results were achieved in both brand awareness and lead generation. New markets were introduced to the service, while awareness and authority were maintained in existing markets. The planned number of leads was collected, evaluated, contacted, and agreements were signed with some of them. This multifaceted, localized, and data-driven strategy demonstrated that even in a complex, geographically dispersed market, it is possible to communicate effectively, drive conversions, and grow the brand.
