Media Campaigns

SOCIAL MEDIA MARKETING

Background

BURG-WÄCHTER is a trusted brand in home security systems, renowned for providing insurance-approved security solutions. Historically, BURG-WÄCHTER products have been sold separately and through trade channels rather than direct-to-consumer (D2C). Prior to this campaign, the brand had minimal experience with social media for brand or product promotion.

BURG-WÄCHTER developed security kits that bundle various security system components, making it easier for consumers to address common home security issues. These products, typically not seen on social media, cater to homeowners with outdoor spaces, garages, sheds, and valuable items like tools, motorbikes, bicycles, barbecues, and patio furniture, which are often targeted by thieves.

Campaign Objectives

The primary objectives of the campaign were to:

• Grow Brand Awareness: Increase visibility among consumers on social media.
• Target Audience: Reach homeowners with outdoor spaces and valuables that are prone to theft.
• Demonstrate Product Benefits: Show how the security kits simplify common home security problems.
• Transition to D2C Sales: Move from a historically trade-only brand to direct consumer sales.
• Maximize Reach on a Limited Budget: Achieve significant impact within budget constraints.

Strategy

Our strategy involved several key steps:

• Content Creator Identification: We targeted influencers in the home, home improvement, garden enthusiast, and outdoor hobbyist sectors (cycling, motorcycling).
• Agency Expertise: Leveraging our specialization in these sectors, we curated a database of content creators known for delivering authentic, trust-building content.
• Call to Action: Engaged the most relevant creators based on interests and audience demographics.
• Approval Process: Collaborated with BURG-WÄCHTER to select creators who aligned with the brand.
• Gifted and Paid Collaborations: Utilised a mix of gifted and paid partnerships to optimize the budget, selecting 10 content creators for the initial campaign.

Delivery

• Campaign Focus: Highlighting security for garages, sheds, motorcycles, and bicycles.
• Platform Choice: Concentrating efforts on Instagram, the main platform for BURG-WÄCHTER’s audience.
• Content Format: Utilising video reels to bring the products to life and maximize reach, along with story frames to enhance engagement.
• Creative Freedom: Allowing content creators to authentically showcase the products in their unique styles.

Results

The first campaign, featuring content from 10 selected creators, yielded impressive results:

• Consumer Reach: 1 million individuals
• Impressions: 274,000 (likes & shares)
• Consumer Engagement: 50,000 interactions (comments)
  

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