Olympian Garden Buildings
Using social media adverts to increase leads
Olympian Garden Buildings
2021
Olympian Garden Buildings
Olympian Garden Buildings are the North West’s leading manufacturer of garden buildings, offering everything from workshops to summerhouses to luxury sheds. Celebrating their 40th year in 2019, they take orders both online or in person at their show site, the largest of its kind in the North West.
As this family owned business continues to grow and further expand its range of luxury & functional garden buildings, its online marketing needed to keep pace. Ultimate have produced a social media campaign that’s focused on increasing the number of leads and enquiries Olympian Garden Buildings receive.
The brief
Olympian Garden Buildings presented us with a brief to take their social media to the next level. We were asked to specifically target those individuals or families who would benefit from having some extra space in their home, but who weren’t already aware of how Olympian Garden Buildings could help them find a lasting solution.
Following initial conversations between the client, designer and digital marketing team, it was decided that the social media campaign would initially only focus on one product, summerhouses. We discussed how we would communicate to Facebook users the many reasons why they would love having a summerhouse, in just a short amount of words.
The messaging
This led to three creative concepts, each focused on a slightly different target audience with differing priorities:
- Built To Last – Often, summerhouses simply aren’t built to a high enough standard with quality materials. As a result, they fall into disrepair and become an expensive burden to maintain. Olympic Garden Buildings are committed to selling structures that are built to last and wanted to offer that reassurance.
- Your First Summerhouse – Targeting younger buyers who are considering purchasing their first garden building, and perhaps might need some additional support in working out what it is they’re looking for.
- Endless Possibilities – Showing Facebook users how versatile a garden building can be, and just what can be achieved in such a space. Used a combination of aspirational messaging and stunning lifestyle imagery. This proved to be the most successful idea and led to several other social media campaigns.
At the heart of each of these concepts was the idea of bringing summer home and making the very best of the time of year.
The results
As a campaign, the initial phase of digital ads proved incredibly successful with…
- 81 leads coming through to Olympian Garden Buildings from the Facebook adverts, on a budget of £500. Given the high ticket price of their product, this was a brilliant ROI.
- Altogether, the adverts were seen a total of 58,491 times and 829 people clicked on the call to action, driving brand awareness and traffic to their site.
Taking it futher
Taking what we learnt in this first phase, we refined the content and messaging of the Facebook adverts for the following garden building campaign to reflect the behaviour and interests of those who had previously engaged.
- A greater focus was placed on how people might enjoy a garden building, such as using it as a gym to get fit or as a painting studio to explore a passion.
- As a result of these changes, Olympian Garden Buildings received 198 leads from a £500 budget. Such an amazing result is particularly gratifying because garden buildings are their top end luxury offering and so most valuable type of lead.
In both the summerhouses and garden buildings social media campaigns, we made excellent use of instant capture forms to generate leads directly through Facebook.
- This meant that interested viewers could simply click a button in the advert and fill out a form, without ever having to leave Facebook.
- An e-CRM system was set up in order to collect and store those leads. Using this database we were then able to email interested individuals with a digital brochure, also created by Ultimate. The email itself was designed to remain in keeping with the rest of the social media campaign.
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