10 years of Saphira – Multi-channel campaign with eCommerce Push
Ten years of Saphira consumables. We staged the anniversary of the “Saphira” brand, under which Heidelberg distributes its consumables worldwide, onsite and online.
Increasing brand awareness and eCommerce growth through push sales are the goals of the multi-channel campaign.
On May 15, we celebrated the success of ten years of Saphira onsite with 320 international customers from the packaging segment in Schwetzingen Castle not far from the Group headquarters. The pictures of the evening with the CEO cutting the anniversary cake and customer portraits in front of a photo wall with anniversary logo form the framework for the online campaign in 19 countries: USA, Canada, Germany, Switzerland, Belgium, Denmark, Sweden, Great Britain, France, Italy, Spain, China, Hong Kong, Thailand, Malaysia, Singapore, Philippines, Korea and Japan.
At the core of the campaign are 10 expert tips on 10 product groups from the Saphira consumables range. 10 expert tips in 10 months to increase the OEE of our customers (Overall Equipment Effectiveness, a measure that provides information on the optimum utilisation of machine performance) with the use of precisely fitting and tested consumables.
Duration of the campaign on the corporate website: from June 2018 to March 2019.
To implement the worldwide online campaign, we provided our sales companies with a comprehensive construction kit with banners, sliders, templates, landing pages and much more. Matching eShop offers round off the package and directly increase sales in eCommerce.
For us, a well orchestrated campaign naturally includes data-based tracking. Once the campaign has been completed, we will determine the conversion rate – from lead to qualified marketing lead and sales opportunity. We use the insights that we can gain through implementation variants of varying complexity to optimize future campaigns.